“It all starts with clarity. You have to know WHY you do WHAT you do. If people don’t buy WHAT you do, they buy WHY you do it, so it follows that if you don’t know WHY you do WHAT you do, how will anyone else? … .  HOWs are your values or principles that guide HOW to bring your cause to life.”  These two statements by Simon Sinek, author of Start with Why: How Great Leaders Inspire Everyone to Take Action, relate the primary message of the book.  The most valuable take away for me is to understand that the “what” are the values and principles that make the why come into reality.  The “what” (values) are often regarded as that which guides and inspires direction.  It isn’t.  The “why” is what inspires and guides!  

I formulated my “why” and and then the following “what” and “how” components in a brief summary so that it could be communicated by way of napkin easily and quickly.