Why we do the things we do.
I just watched a fascinating presentation by Simon Sinek about what he calls the Golden Circle, or Why we do what it is that we do! It turns our normal way of thinking about how we communicate about ourselves, our companies, our brands, etc. upside down. It forces us to first know why we do something, not just what and how we do something, which sets apart from others. You can check him out on TED.com and search Simon Sinek.