is this really the key to apple's success? TED speaker thinks he knows the answer...
Sinek codifies the idea of "the golden circle". Most of us go from the clearest idea to the fuzziest -- from the more straightforward "what" to the more abstract "why". Sinek believes that inspired ppl go from the "why" to the "what". Basically, instead of telling people they make great computers, Apple tells people why they make great computers.
this is Apple's messaging:
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?
