The Human Truth Behind Higher Purpose
On the TED stage in 2009, Simon Sinek drew three concentric circles. From the outside in, they read: "What," "How" and "Why". Herein lies one of the most interesting lessons in business and in marketing communications: the average, the ordinary, and the mundane always start their stories with the what, and work their way inward, whereas the inspired, the brilliant and the successful start with the why, and work their way outward.
Every company on the planet knows whatthey do. Nike makes...