Simon Sinek presents The Golden Circle, an amazingly simple idea that explains the real way business works.

There are only two ways to influence human behavior--you can manipulate it or you can inspire it. The vast majority of companies rely on manipulation. Though effective, it doesn't foster loyalty.

The few companies able to inspire their customers are able to do so because they follow The Golden Circle, a road map for developing communication that directly influences human decision making and purchasing behavior.

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