He says, if Apple were like everyone else, a marketing message from them might sound like this: “We make great computers. They’re beautifully designed, simple to use and user friendly. Want to buy one?” But, he tells us how Apple communicates really – “Everything we do, we believe in challenging the status quo. We believe in thinking differently. We do this by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. 

Want to buy one?” Customers are ready to buy a computer from Apple just because the company 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.” He goes on to talk about how this little idea explains why some organisations and leaders are able to inspire whereas others aren’t. Every single person and organisation on the planet knows what they do, 100 per cent. Some know how they do it, whether you call it your differentiated value proposition or your proprietary process or your USP.” 

Sinek makes it easy to understand the common queries that businesses face: “Why did your product or why did your company fail. He talks about the Wright Brothers, who did not seem to have the perceived recipe for success or money. 

“But, they paid for their dream with the proceeds from their bicycle shop. Orville and Wilbur were driven by a cause, by a purpose, by a belief. They believed that if they could figure out this flying machine, it’ll change the course of the world.”