The article discusses the "WHY" strategy, which involves focusing on the purpose and meaning of a company rather than its products or USP. Successful and innovative companies all think, communicate, and act in the same way, which is the opposite of the status quo. The article also mentions a recent event in Austria where top executives discussed challenges and goals in the context of the "WHY" strategy. The author of the article, Simon Sinek, calls this approach the "Golden Circle," which allows companies to stand out as innovative and inspiring leaders by focusing on their purpose and belief. The article concludes by stating that the "WHY" strategy is not about maximizing profits, but rather about the purpose and belief that drives a company.
