This book sets out clearly and detailed why, the reason why certain individuals and companies are much more successful, effective and innovative than others, even for companies that have access to the same resources, technology and personnel. It shows how to run a business so that it attracts customers and, in turn, keeps employees satisfied. You will find in the book a way of thinking, acting and communicating that makes some leaders develop the ability to involve and inspire those around them. Born leaders, those who truly lead, are able to generate in people a sense of belonging, to recognise a purpose that goes far beyond the economic, external incentives they will obtain. Leaders do not influence, inspire. People who have an open mind to new ideas, who aspire to lasting success and who believe that this success requires the input of others, this book is dedicated to them. From now on, I start with the “why”.