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I love TED Talks of the self-help variety that force you to reexamine your life and then motivate you to be a better person. Simon Sinek‘s talk, “How great leaders inspire action,” falls under this category indirectly. Drawing on economical, biological, and sociological evidence, Sinek traces the simple yet profound strategies that famous leaders like MLK, the Apple founders, and the Wright brothers have adopted to change the world, and he boils it down to this:

“People don’t buy what you do — they buy why you do it.”

This idea isn’t rocket science, but it is worth a ponder. What are you doing? How are you doing it? Why are you doing it?

Call me biased, but Sinek could have used Invisible Children as a case study for his theory of leadership because IC is one of those rare institutions that is founded on a principle, not a product. Everything we do stems from a set of certain core beliefs: a belief in the equal and inherent value of all human life; a belief that geographical boundaries don’t matter when it comes to protecting and preserving that life; and that stopping the most extreme forms of injustice anywhere is the responsibility of humanity everywhere. This is why we do what we do.

And this is what we’re doing: in a campaign called #zeroLRA, Invisible Children supporters all over the globe are raising money to fund the rescue and rehabilitation of former child soldiers and sex slaves of Joseph Kony’s rebel army.

Join the movement. Become a fundraiser for #zeroLRA.