People Buy Your “Why”.
Here's how Apple actually communicates.
"Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?" Totally different, right? You're ready to buy a computer from them.
They just reversed the order of the information.
What it proves to us is that people don't buy what you do; people buy why you do it.
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Simon Sinek has a simple but powerful model for inspirational leadership - starting with a golden circle and the question: "Why?"
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