Professional Documents
Culture Documents
Lesson 2 - Why Not What
Lesson 2 - Why Not What
leaders And
How
Actions
WHY
Values +
Purpose
EXAMPLES
Leaders/Companies
• Coke
• Dove
• APPLE INC.
• “Like a Girl”
People don't buy
WHAT you do...
Neocortex How
What
Limbic WHY
Limbic Brian NeoCortex
• Decision making
• Has no capacity
for language
Leaders Those who Lead
Be consistent