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Simon Sinek is best known for developing the ‘golden circle,’ a theory that explains why certain individuals and companies are more successful than others. His golden circle keynote, formally known as ‘How Great Leaders Inspire Action,’ explains that some of the most successful organizations and influential leaders, such as Apple and Martin Luther King, think and act in opposite ways than others. While most companies and leaders start with the idea of what it is they are trying to do or sell, the most distinguished and inspirational start with the question ‘why?’ Simon’s golden circle keynote explains that people buy products or services not for what they are, but for what they represent. According to Simon, staying loyal to an ethos is the only way a leader, company, or organization will make a difference in the world today.