Written By: Michael Smolders
I’m currently reading a great business book by Simon Sinek called Start With Why.  Simon theorizes that when companies have a deeper understanding of “why they do what they do”, their corporate culture and brand is more authentic and will attract a following.  He uses examples such as Apple, Dr. Martin Luther King and Southwest Airlines as evidence that if you reveal why you are making a product, leading a movement or servicing customers, you will achieve much greater results.
I was drawn to the book because I have been stating for many years that the issues with

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