Adopted from the following great insight shared by Simon Sinek
We are all drawn to charismatic great leaders and organizations who are good at communicating what they believe.
Their ability to make us feel we belong , feel safe and not alone is part of what gives them the ability to inspire us.
These are leaders who have the ability to draw us close to them in order to command our loyalty.
This results in us feeling a strong sense of BOND with these leaders and organizations.