The "why" mindset, as discussed by Simon Sinek, taps into the limbic brain, which governs decision-making and emotions, thereby fostering behavior and loyalty that transcends simple transactions. I believe that curiosity is at the heart of motivation; we all seek to understand the "why." By starting with "why," we connect on a deeper emotional level, addressing the core of our behavior. Successful individuals and organizations like Apple, Martin Luther King Jr., and the Wright brothers all exemplify this approach. They begin with their core purpose or belief—"why" they do what they do—contrasting with the typical focus on "what" and "how," which emphasize features and processes rather than underlying motivations.