I implore that you watch the video above. Then the brief notes below will make sense.
According to Sinek, the fundamental difference between the "Apples" of the world and everyone else is that they start with "why."
Sinek has developed what he calls the "Golden Circle,"
- Why - the core belief of the business. It's why the business exists.
- How - how the business fulfills that core belief.
- What - what the company does to fulfill that core belief.
Sinek found that most companies do their marketing backwards. They start with their "what" and then move to "how" they do it.
See more at startwithwhy