Simon Sinek is an author that is known for popularising the concept of the Golden Circle. In this TED Talk he explains the principle of the Golden Circle of Why How and What. Many businesses know WHAT they do. Some businesses now HOW they do it. But only a few organisations live by the WHY of what they do. Simon explains that WHY is not a fancy vision statement, or the general statements like “To make a profit”.
WHY is the the intrinsic belief of an organisation. The WHY is an active statement that the organisation and people are aligned to on a day-to-day basis. When this organisation communicates externally, it doesn’t  disgorge vast amounts of complicated information like features, benefits and facts and figures. It communicates the WHY of what it is doing.