Start with why by Simon Sinek. Quotes

-There are leaders and there are those who lead.
-Just about every person or organization needs to motivate others to act for some reason or another.
-Those who are able to inspire will create a following of people, supporters, voters, customers, workers, who act for the good of the whole not because they have to, but because they want to.
-People who love going to work are more productive and more creative. They go home happier and have happier families. They treat colleagues and clients and customers better. Inspired employees make for stronger companies and stronger economies.
-All the inspiring leaders and companies, regardless of size or industry, think, act and communicate exactly alike. And it's the complete opposite of everyone else.
-We make assumptions about the world around us based on sometimes incomplete or false information.
-Great leaders understand the value in the things we cannot see.
-Knowing you have a loyal customer and employee base not only reduces costs, it provides massive peace of mind. Like loyal friends, you know your customers and employees will be there for you when you need them the most. It is the feeling of 'we are in this together', share between customer and company, voter and candidate, boss and employee, that defines great leaders.
-The inspiring leaders think, act and communicate from the inside out.
-People don't buy what you do, they buy why you do it.
-The need to belong is a feeling we get when those around us share our values and beliefs. When we feel like we belong we fee connected and we feel safe. As humans we crave the feeling and we seek it out.
-No matter where we go, we trust those with whom we are able to perceive common values or beliefs.
-The ability of those leaders and organizations to make us feel like we belong, to make us feel special, safe and not alone is part of what gives them the ability to inspire us.