Most of us think an inspiring purpose must be a bold and lofty ambition. And most leaders think that to communicate a purpose that truly inspires, they need a compelling answer to the question “Why do we do what we do?” But it turns out that most people are less inspired by a compelling answer to “Why?” and more motivated by a clear answer to the question “Who is served by the work that we do?” Based on decades of research and notable examples, Burkus reveals that the simplest, yet most potent, way to inspire your team is by helping them find an answer to the question “Who?”