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Why
1. The single purpose, cause or belief that serves as the unifying, driving and inspiring force for any individual or organization.

a. For an organization, the Why inspires the products, services, marketing, culture, hiring profile and partnerships the organization makes or performs.

b. For an individual, the Why guides the ideal and most fulfilling decisions – finding a job you love, maintaining friends you trust and buying the brands to which you’re most loyal.

 
2. The starting point of the Golden Circle