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In 2009, leadership expert and ethnographer Simon Sinek posed a deceptively simple question that would go on to reshape corporate strategy, personal development, and even political campaigns. His answer is found in the international bestseller, . : You can purchase it here to read

The outermost circle, What, represents the products or services an organization offers. This is the tangible aspect of an organization, the things it creates and sells. The middle circle, How, represents the processes and strategies an organization uses to deliver its products or services. This is the way an organization operates, the methods it uses to achieve its goals. Rakuten Kobo Reading on a Computer In 2009,