In 2009, Simon Sinek published his bestseller "Start with why".

His YouTube channel has over 1.8 million subscribers. His TED Talks have over 30 million views. Instead of a conventional mission statement for companies and teams, Simon Sinek is an advocate of a "Just Cause".

Here are his 3 steps to creating a "Just Cause" that sets you and your team apart from the crowd.

Step #1: Strive for resilience.

Your mission statement must be resilient.

Therefore, make sure it is not dependent on technical, political or cultural changes. Don't say "we want to develop the best technology". Instead, use enduring terms such as "we want to support our customers in all situations at X".

This will ensure that your mission statement stands the test of time.

Step #2: Strive for inclusion.

Great achievements are only achieved together.

Your mission statement should therefore be an invitation to all the people who believe what you believe. Don't say "we want to build the best travel website" as this only appeals to the programmers. Instead, use a phrase like "we want to enable people to travel the world".

This will ensure that all members of the team feel included.

Step #3: Strive for service orientation.

The primary benefit must be to others.

If you are the leader, make decisions that benefit those you lead. If you're a salesperson, sell to help the customer, not for your bonus. Of course, it's okay to earn money and have ambitions.

But it must not be the main reason.