This video by Simon Sinek will change how you see the world. In this TED talk, Sinek says most of the time we fail to start with the Why. Instead, he argues in general that, we start with the What, then the How, then the Why. To resonate with people, however, we need to start with the Why. This is the part that appeals to the ‘feeling’ part of the brain. Not the rational, logical part, but the emotional part. Sinek applies this to marketing, such as when explaining Apple appeals to consumers more than Dell. Both sell great computers (the What). Both sell the How. But only Apple truly sells the Why. Sinek argues that Apple found their raison d’etre and started from there. They sold the counterculture, the rebellion, the attack on the status quo and that’s what consumers bought into. They bought why Apple existed before they …[Read More]