It is said that if you end up with a boring miserable life because you listened to your mom, your dad, your teacher, your priest or some guy on television telling you how to do your stuff, then you deserve it.

How do we explain when things don’t go as we assume? Or better, how do we explain when others are able to achieve things that seem to defy all of the assumptions? As it turns out, there’s a pattern. As it turns out, all the great inspiring leaders and organizations in the world, all think, act and communicate the exact same way. And it’s the complete opposite to everyone else. Why? How? What? Every single person, every single organization on the planet knows what they do, 100 percent. Some know how they do it, whether we call it our differentiated value proposition or our proprietary process or our unique selling point. But very, very few people or organizations know why they do what they do. None of what is written here is my opinion. It’s all grounded in the tenets of biology. Not psychology, biology. People don’t buy what we do; they buy why we do it. If we talk about what we believe, we will attract those who believe what we believe.

This is known as the golden circle and it is clear from here that the ultimate purpose of my life is to challenge the status quo in whatever I do by doing what I love and this brings me happiness. In whatever I do, innovation always runs deep.

The goal is not to build relations with everybody who needs what I have. The goal is to build relations with people who believe what I believe. The goal is not just to work with people who are willing to work; it’s to work with people who believe what I believe.

My work is going to fill a large part of my life, and the only way to be truly satisfied is to do what I believe is great work. And the only way to do great work is to love what I do. As with all matters of the heart, I’ll know when I find it. And, like any great relationship, it just gets better and better as the years roll on. So the objective is to keep looking until I find it and not to settle.