Most of us think an inspiring purpose must be a bold and lofty ambition. And most leaders think that to communicate a purpose that truly inspires, they need a compelling answer to the question “Why do we do what we do?” But it turns out that most people are less inspired by a compelling answer to “Why?” and more motivated by a clear answer to the question “Who is served by the work that we do?” Based on decades of research and notable examples, Burkus reveals that the simplest, yet most potent, way to inspire your team is by helping them find an answer to the question “Who?”
Dr. David Burkus is an organizational psychologist and best-selling author. Recognized as one of the world’s leading business thinkers, his forward-thinking ideas and books are helping leaders and teams do their best work ever. David is the author of five books about business and leadership. His books have won multiple awards and have been translated into dozens of languages. His insights on leadership and teamwork have been featured in the Wall Street Journal, Harvard Business Review, CNN, the BBC, NPR, and more. A former business school professor turned sought-after international speaker, he’s worked with organizations of all sizes and across all industries. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at
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