Embarked on a new book titled ‘Start With Why’ by Simon Sinek. Got to know about him from TED Talk.

Some excerpts from his book which I thought was beautifully crafted,

…When fear is employed, facts are incidental. Deeply seated in our biological drive to survive, that emotion cannot be quickly wiped away with facts and figures.

…When we communicate from the outside in, when we communicate WHAT we do first, yes, people can understand vast amounts of complicated information, like facts and features, but it does not drive behaviour. But when we communicate from the inside out, we’re talking directly to the part of the brain that controls decision- making, and our language part of the brain allows us to rationalise those decisions.

…We make decisions all day long, and many of them are emotionally driven. Rarely do we sift through all the available information to ensure we know every fact. And we don’t need to. It is all about degrees of certainty.