Simon Sinek drew a diagram with Why at the center, surrounded by How, and then What at the surface. As we go what-how-why, we move from clear to fuzzy, yet to be inspired, we have to go why-how-what. Most marketing moves from the product (what) to it’s features (who) to the conclusion that you should buy it. A few companies (he used Apple) go the other way: We believe in good things (why), here is how they are good, and by the way, we have a computer (what), you should buy it.
He gave a suggestion for finding partners: “Do business with people who believe what you believe”. He said “People do things that prove what they believe” – suggesting ways to find a market, or to design products for a market. However, “People don’t buy what you do, they buy why you do it.” so the company is more important than the product. Martin Luther King is famous for “I have a dream”, not “I have a plan”
Simon also spent some time on the adoption curve. He said that many business get to 10% adoption and then falter – you need around 18% to “tip” and reach the majority. This gap is known as a chasm that many fail to cross.