Love this TED video. Simon Sinek talks about the fact that people make buy decisions based upon WHY you do things. What you do is important and how you do things is important – but WHY do you things is what makes the difference (actually, he says that What you do and Why you do is really not that important). He talks about everything from the Wright brothers to Dr. Martin Luther Kind to Apple Inc.
What you do simply serves as the proof of why you do it.
Bottom line is that people buy Why do y do something – not What you do. Watch it and think about it…Awesome stuff.