Starting with "why"

Simon Sinek:  “people don’t buy what you do, they buy why you do it.”  

e.g. Martin Luther King did not say "I have a plan", instead, he said "I have a dream."

e.g. Apple works this way: 

• WHY: We exist to think different, to make things better ...
• HOW: ... we are a design company who happens to  ...
• WHAT: ... make easy to use computers.

If we find a "why" that other people want, you we can sell our papers, sell our software, sell our careers.

e.g. I have a journal paper with ten times the usual number of citations in that particular journal. That paper had

• WHY:  more people can work together to increase the rigor of our discipline  by ...
• HOW:  ... using machine learning and a clearer reporting of the results ...
• WHAT: ... using data sets from NASA and algorithms from WEKA, both of which are on-line and you can get running today.

So, what is the "why" or ai@wvu ? What is the dream we want to sell the world in our work, in our papers?