Feeling of Belonging

 No matter where we go, we trust those with whom we are able to perceive common values or beliefs. We want to be around people and organizations who are like us and share our beliefs. 

When companies talk about what they do and how advanced their products are, they may have appeal, but they do not necessarily represent something to which we want to belong. But when a company clearly communicates their WHY, what they believe, and we believe what they believe, then we will sometimes go to extraordinary lengths to include those products or brands in our lives. This is not because they are better, but because they become marketers or symbols of the values and beliefs we hold dear. 

We are drawn to leaders and organizations that are good at communicating what they believe. Their ability 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. Those whom we consider great leaders all have the ability to draw us close and to command our loyalty. And we feel a strong bond with those who are also drawn to the same leaders and organizations.