Tribes, Social Identity, Mission and Vision

Simon Sinek's published Golden Circle from Start With Why (2009): organizations and leaders that begin with WHY (the purpose, the cause, the belief) inspire action more than those that begin with WHAT (the product, the work) or HOW (the method). Apple's published marketing famously starts with belief; commodity electronics manufacturers start with specifications. The Lodge has the same choice: lead with why we exist, or lead with what we do.