This was an idea I came across at the beginning of my e-concept development education and it has fundamentally changed the way I view what I do. Many of the marketing and business theories I read about in school focused on making the numbers and statistics work, it was all focusing on getting more customers and make more money.
Reading about Sinek's theory changed my perspective and at the core it's the very simple idea: that all consumers, customers and coworkers are people, and once I rediscover that, everything changes.
It allowed me to see why Facebook pages like CBB work, while Oyster's page doesn't, when I previously could only conclude that somehow CBB just "gets it". Focusing on people might seem like something we've always done but in a world more obsessed with likes and followers, it's getting pretty clear that that's not always the case.
This is not to say that I've abandoned all of my theories and that it doesn't take a lot of skill and hard work to get it right. But more than any time before, it has made me focus on the people, be it customers or coworkers, more than ever before.