The why question is not about profit, sales or prestige, it's about the essential purpose and passion. Through examples from the Wright Brothers to Apple Computers and Dr. Martin Luther King Jr., he shows that inspired leaders always start with why. The talk makes key points about leaders: you can learn to lead, leaders inspire and passion must be linked to purpose. His message "People don't buy what you do, they buy why you do it" is repeatedly stated, and he highlights King's passion. King didn't say "I have a plan," he said "I have a dream." Closing the video, Sinek sums it all up:
"There are leaders and there are those who lead. Leaders hold a position of power or authority, but those who lead, inspire us. Whether they're individuals or organizations, we follow those who lead, not because we have to, but because we want to. We follow those who lead, not for them, but for ourselves. And it's those who start with why that have the ability to inspire those around them or find others who inspire them."