Simon Sinek's book "Start With Why" argues that we are driven by "why". Decision-making is emotional and we use reason to justify our emotional decisions. Sinek supports his theory with a biological argument that decision-making is centered in the limbic system at the core of the human brain. The limbic brain is the most primal part of the brain and is responsible for emotion, behavior & long-term memory. Language and reason occur in the more developed part of the brain called the neocortex. We use reason to justify and rationalize our emotional decisions, but all decisions are based upon emotion.
Great companies start with a "why", and this "why" emotionally connects with customers and workers alike. We purchase products that resonate with our identity and values. We purchase products from companies that are aligned with our beliefs. Sinek states "People do not buy what you do, they buy why you do it." In regards to work, we all want to be part of something greater than ourselves. If you hire people who believe what you believe, work takes on true meaning and purpose. An organization aligned in its "why" provides the passion and drive to accomplish great things.
And, this is our "why" at ZTEC Instruments. We believe in individual contribution, contribution to our customers, to our industry, to our community, and especially contribution to the professional development of a superior workforce. We believe that a talented and highly-motivated group of people can change the world. We have the passion and drive to do extraordinary things. How we do this is through rapid and focused innovation. What we do is manufacture wireless test equipment.