OUTLINE: If your going to start a journey its probably best you know where and why you’re going there. If not you’ll probably never arrive.
The book looks at why are some people and organisations are more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their successes over and over? Essentially If you have a strong sense of why and you communicate that message then you can attain cult like loyalty and go from good to great.