A book by Simon Sinek that I keep seeing references too. Amazon 
I believed I'd read this, but actually I've read Finding Your Element which I think is a squeal.
YOUTUBE u4ZoJKF_VuA Simon Sinek presents at Tedx in 2009.
Start with "why" to inspire. Everyone knows what they do. Some know how they do it. Very few people know why they do it.
People don't buy what you do, they buy why you do it.
The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.
Apple example @ 4:13
Why: Everything we do, we believe in challenging the status quo. We believe in thinking differently.
How: The way we challenge the status quo is by making our products beautifully designed, simple to use, and user friendly.
What: We just happen to make great computers. Want to buy one?