Most of us think that an inspiring goal 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 convincing answer to the question "Why?" and more motivated by a clear answer to the question “Who benefits from the work we do?” Based on decades of research and remarkable examples, Burkus reveals that the simplest yet most powerful way to inspire your team is by helping them answer the question "Who?"

Dr. David Burkus is an organizational psychologist and bestselling author. Recognized as one of the world's leading business thinkers, his forward-thinking ideas and books help leaders and teams do their best work ever. David is the author of five books on entrepreneurship and leadership. His books have won several 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, he has become a sought-after international speaker. He has worked with organizations of all sizes and across all sectors. This talk was delivered at a TEDx event in the TED conference format, but independently organized by a local community. For more information, visit https://www.ted.com/tedx

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