A very inspiring speech - even if you are familiar with the diffusion of innovations concept in the second part, it is really worth watching!

All inspiring leaders and organizations (e.g. Apple, Martin Luther King, Wright brothers) act the same way. Simon called it “the golden circle”: what? how? why?

“What you do?” - every company knows it.
“How you do? In what are you different?” - some know it. This is innovation.
“Why you do?” - only few know. Why you get up in the morning? Why should everyone care? This is mission. Mission and belief drive behaviour, provoke emotions, inspire, make you “feel right”. It is not connected with language. Facts and analysis can only convince, be a rationalization, but can not drive.

Most marketing goes from what to how. We make great computers (what). They are cheap and powerful (how). Go buy it. Uninspiring. Doesn’t work.
All great inspiring leaders and organizations go inside out, from “why” to “what”. We believe in changing the status quo in everything we do. We make our products beautifully designed and user-friendly. We just happen to make computers. Want to buy one? Yes!