Start with Why for apple instal12/24/2023 ![]() Apple’s drive to inspire users and not just sell them features was as foundational in their company as the idea of freedom is for Southwest Airlines (Sinek has a great writeup on Southwest in the book, won’t get into it here). This isn’t just challenging the status quo, it’s shattering it (literally and metaphorically). The way we challenge the status quo is by making our products beautifully designed, simple to use, and user-friendly. This time, the example starts with why: 'Everything we do, we believe in challenging the status quo. Let’s look at that Apple example again and rewrite the example in the order Apple actually communicates. Sinek contrasts this example by laying out how Apple actually markets themselves (or at least, how they used to): They’re beautifully designed, simple to use and user-friendly. A marketing message from Apple, if they were like everyone else, might sound like this: 'We make great computers. With that, the company would expect some behavior in return, in this case a purchase. ![]() It would start with some statement of what the company does or makes, followed by how they think they are different or better than the competition, followed by some call to action. If Apple were like most other companies, a marketing message from them would move from the outside in of The Golden Circle. He uses Apple to demonstrate how they hold true to their why, and what they would look like if they didn’t.
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