TL;DR
People don’t buy what you do, they buy why you do it.
This is one of the big ones in terms of how leaders should think about leading.
I didn’t love it, but found some of it useful. It’s a bit repetitive.
Basically, ask yourself Why we do what we do then → How are we going to do it, then → What are we doing.
If you don’t want to read it, watch his TED talk instead.