Why corporate communication should start with WHY?

When we start the communication with WHY , the message would appeal to the emotional limbic brain and hence provide the reason to BUY a product or service.

The WHAT’s in the product or service would serve as the TANGIBLE proof of that belief.These would then appeal to the rational brain and become the reasons we are DRAWN to a product , company or an idea over another.

Adopted from Simon Sinek’s book Start With Why