When people believe what you believe, it piques their interest to either learn more or buy from you without much "selling" required. If people don't believe what you believe, they will either turn away or do business with you anyway because you meet some other requirements. In other words, you won't lose those customers, but you will gain some very special, high quality ones. Start with what you believe, start with WHY, and you can instantly filter and attract the customers most likely to be loyal.

-- Simon Sinek