Simon Sinek, motivational speaker and author, known for codifying the simplest idea in business called the 'Golden Circle' - breaks down this idea for the rest of us, in the following inspiring video.
The Golden Circle, as seen in the video is the innermost part of the diagram shown in the video (comprising 3 concentric circles) depicting the Why?, the How? and the What? (being the outermost).
According to Sinek, every individual and organization knows just 'what' they do. Some know 'how' they do it (closer to the Golden Circle), and a select few know 'why' they do it (the Golden Circle or the 'inspired' few).
Organizations like Apple are able to inspire people and consumers because they know why they exist and are able to make their customers care, and believe in their purpose.
By doing this, nothing is impossible to achieve, much less - sell!
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