This document discusses leadership and how great leaders inspire action. It begins by summarizing Simon Sinek's TED Talk where he presents a model for inspirational leadership that starts with communicating "Why?". The document agrees with Sinek's view that starting with why is more effective for communicating with others. It then discusses how communicating why an organization exists can attract potential candidates by matching their values and causes. This leads to greater employee engagement and reduced turnover. Communicating an organization's purpose and vision was important to the author when searching for employment.