Great leaders like Apple, Martin Luther King, and the Wright brothers inspire action by communicating their 'why' or purpose, which resonates with people's beliefs and emotions, leading to loyalty and success.

The chapter delves into the concept of the 'Golden Circle' which explains why certain leaders and organizations, like Apple, Martin Luther King, and the Wright brothers, are able to inspire others. It emphasizes the importance of knowing 'why' an organization exists beyond just 'what' they do.

People are more inclined to buy based on the 'why' rather than the 'what' or 'how'. Using Apple as an example, the chapter emphasizes the importance of communicating the purpose and belief behind a product or service.

The human brain consists of three main components: the neocortex, responsible for rational thought; and the limbic brain, in charge of emotions and decision-making. Effective communication targets the limbic brain to influence behavior and foster loyalty.

The story of Samuel Pierpont Langley and the Wright brothers illustrates the importance of purpose and belief in achieving success. While Langley focused on wealth and fame, the Wright brothers were driven by a cause, leading to their groundbreaking achievement in powered flight.

The law of diffusion of innovation explains the process of how new ideas or products spread through a population, emphasizing the importance of reaching a tipping point for mass-market success. People are influenced by their beliefs and motivations rather than just the features of a product, highlighting the significance of starting with 'why' to inspire and lead others.