In this pitch, Simon Sinek identifies a common mistake companies make when attempting cultural transformations: treating the process like a marketing campaign. He argues that simply launching a program with PowerPoint presentations and mandatory participation often fails because it doesn't engage the right people. Instead of focusing on the masses, Sinek advocates targeting early adopters - individuals who are enthusiastic, open to new ideas, and ready to put in extra effort. By involving them in the creation of the transformation process, companies can build a grassroots movement that spreads organically, ensuring greater buy-in and success in the long term. Sinek emphasizes that although this approach takes time, it is far more effective than traditional methods of top-down imposition.

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