I think this is especially true when it comes down to simple communication. Communication like Social Networking enforces nowadays. People are not your fans because of what you do but why you do it. If you do social media "because everybody does it" you won't have success, but if you do it because it is the right tool to achieve your higher goal they'll listen!
Also. As he is saying it only as a side-note but I think it is very important, I want to repeat it here (from the interactive transcript):
And by "why" I don't mean "to make a profit." That's a result. It's always a result. By "why" I mean: what's your purpose? What's your cause? What's your belief? Why does your organization exist? Why do you get out of bed in the morning? And why should anyone care?