What: Product you sell
How: Why product is unique
Why: The purpose that drives How and What
Apple's success can be attributed to their unique products.
Wal-Mart's initial WHY- helping community prosper so community can help Wal-Mart prosper.
price, Walmart after Walton's death became focused on cheap prices rather than consumers
Sells goods with a cult like following, 47% of people in the US own an Apple product
Does not need to use manipulation because goods are unique and backed by drive.
WHY: Make technology accessible, easy to use, affordable, while introducing innovative new ideas.
Wal-Mart was no longer a clear WHY after death of founder., Why was defined by founder and misinterpeted by the company after., Company became about profit and cheap prices, No longer created value for the community rather it exploited its employees to maintain low prices.
taking advantage of a gap in the market and using your WHY to drive you to make a change that your costumer desires
establishing a drive for company- WHY
establishing costumers with similar beliefs so that they will invest in it and spread positive feedback to the second generation of costumers that were either hesitant or encouraged by peers
creating a product or service that consumers desire because it relates to their personal beliefs and their WHY
By defining a clear why the company prevents misinterpretation amongst the company.
Prevents Wal-Mart fiasco
Sinek calls this WHY- the drive behind a company that ultimate creates value beyond profit