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http://www.ted.com/talks/lang/eng/simon_sinek_how_great_leaders_inspire_action.html

Wie kann man jemand begeistern?
-> nicht kommunizieren Was ich mache (computer company)
-> nicht wie ich es tue (easy to use interface, grate design)
-> sondern Warum ich daran glaube (think different)

Don't be the product, buy the product!

Schweinderl