Thinking in base 10 or base 16 (or if you're Douglas Crockford, base 32 [1]) is much easier for most people. It probably has something to do with how the human brain is wired.
Not to mention the benefits of network effects -- most people use base 10, so if you use a different base, it's going to be a pain to convert all the time.
I should also give a shout-out to base 8 for those who frequently use the "chmod" command, and anyone who thinks putting a zero in front of a number in their favorite programming language won't change its value.
Obviously, this is only a comment about the headline and has nothing to do with the linked article's actual content.
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspi...
I would change the order of priority according to the TED Talk from:
Who?
What?
Why?
When?
Where?
How might we …?
to: Who?
Why?
How?
Where?
When?
What?
This is similar to the Lasswell Formula: Who (says)
What (to)
Whom (in)
What Channel (with)
What Effect