And oldie but a goodie. In this TED video, Simon Sinek urges people, companies and brands to start with the "why."

People don’t buy what you do, they buy why you do it.
— Simon Sinek

What's your purpose? Your cause? Your belief? Any why should anyone care?

Effective storytelling connects with humans on an emotional level. Don't tell us what you do, tell us why you do it.

What's your philosophy?