At WWDC 2013, Apple started its keynote address with a video describing its intentions as a products manufacturer and introducing its new campaign “Designed by Apple in California”.

What a better example of what Simon Sinek explains at TEDxPugetSound about driving behaviour ?

“People don’t buy what you do, they buy why you do it.”

In this talk, Simon Sinek explains how great leaders inspire actions by reversing the usual chain of communication from “What we do” to “How we do it” with sometimes a hint of “Why we do it” to a Why-first communication. He calls these three levels “What, How, Why” the golden circle. Simon Sinek takes the example of Apple’s way of selling a computer :

• From the inside out (What – How – Why):
  • “We make great computers” – What
  • “They’re beautifully design, simple to use and user friendly” – How
  • “Wanna buy one ?”
• From the outside in (Why – How – What):
  • “Everything we do, we believe in challenging the status quo, we believe in thinking differently” – Why
  • “The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly.” – How
  • “We just happens to make great computers.” – What
  • “Wanna buy one ?” Sounds familiar ?