We naturally communicate from the outside-in, we go from the clearest thing to the fuzziest thing. We tell people WHAT we do, we tell them HOW we’re different or special and then we expect a behavior like a purchase, a vote or support. The problem is that WHAT and HOW do not inspire action. Facts and figures make rational sense, but we don’t make decisions purely based on facts and figures. Starting with What is what commodities do. Starting with Why is what leaders do.