Simon Sinek

It just kept working.

And there's a point at which I was like, all right, this is a real thing.

It's based on the biology of human decision-making.

So until the biology of our brains changes, it's not going anywhere.

The thing that has evolved is finding even more uses and applications, obviously, because that's just an ongoing learning journey.

And the thing that I'm super proud of

If there's any evolution, I think the evolution has happened outside of the idea.

The evolution has happened in the marketplace, right?

So when I first started, the concept of talking about purpose at work was like, you could not say the word purpose and work in the same sentence.

You would literally, you'd be laughed out.

You couldn't be taken seriously in a boardroom.

Hmm.

And that was one of the reasons I didn't use the word purpose, by the way.

The reason I called it the why is because I got tired of having these debates of what comes first, mission or vision.

And like literally people debate, vision comes first, mission comes first, no brand comes first, no purpose comes first.

And I got tired of having the debates.

It was a semantic debate.

So I went to the people who believed vision comes first.

I said, what's vision?

They said, it's why we get out of bed in the morning.