“The start-up sickness” was the title of a long article in the Israeli press over the weekend. Even international analysts have long recognized the Holy Land as being the Silicon Valley of the Middle East. According to the World Bank, FDI to Israel reached over US$10 billion both in 2011 and in 2012.

So using Israel as a case study, consider that between 2004 and September 2013 6,886 high-tech companies were opened up, roughly 700 per annum. In that same period, 2,781 closed their doors, leaving a net balance of 4,105 (60%). What makes them ‘keep coming’?

Certainly, it generally takes less money today to create a start-up. However, as one commentator observed, the chances of achieving a mega exit are as great as a 16-year-old female singer becoming the next Rihanna (who has performed twice in Israel). For the record, over the past decade, there have been 106 Israeli exits with a value of more than US$100 million.

99% of start-ups look for money from VCs or angels or small grants from public sources. When creating a pitch, most apply the same rules – make the presentation short, concentrating on the tech, the market, the team, the vision. To put it simply: “Deliver a killer elevator pitch and pray as hard as possible”.

There is another starting point. And I was reminded of it, while watching a slightly dated TED Talk from Simon Sinek. He asks what makes a few individuals encourage others to take action, whether their idea is ‘better’ or not? The answer is in the title of his best-selling book – Start With ‘Why’. By asking somebody to understand ‘why’ you have created a new business, you are forcing that side of the brain of your audience to consider the need for change. Action needs to follow.

In the words of Sinek, people buy into ‘why’ you do something. The ‘what and how’ have an importance at a different level. How to convince those same people about your belief, well that comes in part two.