In 2009, Simon Sinek came out with both a TED talk and book that changed the way business leaders looked at how to motivate their employees to support the company’s vision and work together toward company goals. They wanted to encourage company loyalty in a world in which job change had become common and wanted to ensure that their employees had the company’s best interests in mind. They also wanted to cultivate a loyal customer base, encourage others to try their brand, and cultivate new groups of buyers. Company CEOS focused on lavish bonuses, reward systems, expensive marketing campaigns, and lower pricing in order to attract buyers and entice employees. It wasn’t working. Neither employees nor buyers would be enticed or manipulated into loyalty by gimmicks or price cuts. They also felt…