Simon Sinek, Start with Why - Part 2

Read part 1 (about manipulations) here.

Ask any Apple fans around you: What's so good about an iPhone?

It's fast. It's easy to use. It has great display. It has the best camera. And oh! You can add widgets on iOS 14. If you'd like to hear 100 more reasons why iPhone is the best, all you have to do is to disagree.

Sometimes it's really funny to see how Android users try to piss off an Apple fan: But my phone has 12 GB RAM, iPhone only has 6 GB. My display's refresh rate is 120 Hz, yours is only 60 Hz. And oh! We have widgets on the first Android phone 12 years ago.

The truth is, Apple products are not the best if you're comparing them on the spec sheet. But why do they have such a disproportionate success? It must be their brand and marketing strategy then. People buy iPhones to look rich. People buy iPhones because Apple is selling a "lifestyle". People buy iPhones because they worship Apple.

I agree people would buy Apple products for all sorts of reasons, including those I mentioned above especially after years of success. But let's rewind a little. When the iPhone was first launched in 2007, thousands of people waited outside Apple Stores days before the launch. There was no brand effect, there was no "lifestyle", and most importantly, why would people trust a company that used to make computers to make good smartphones?

The fact that Apple fans would go to great lengths to defend the brand alone is astonishing. What has Apple done right to build such loyalty? So much so it feels like a cult.

Great companies inspire

The Golden Circle

Every company knows WHAT they do, and it's often all they talk about.

"Our new phone has the latest chip, biggest memory and fastest software."

Good companies know HOW they do it differently. These are the unique selling points which they think it's their secret recipe to stand out from the competitions.

Great companies know WHY they do it, and it's reflected in the way they think, act and communicate. WHY is a purpose, cause or belief. It's the very reason an organization exists.

Here's an example of how Apple communicates their WHY with their Think Different campaign in 1997. The people who are crazy enough to think they can change the world, are the ones who do. Inspiring isn't it?

But why is it so important?

By communicating the WHY clearly, companies attract customers who believe in the same WHY.

In another word, customers don't buy WHAT you do, they buy WHY you do it. And they don't buy WHY you do it to advance your company, they buy it because it aligns with their WHY. By choosing a certain brand, it shows what kind of person they are, especially with the magnifying glass of social media nowadays.

It also explains why an Apple fan is so defensive about the brand because when anyone makes fun of Apple, they are actually attacking an Apple fan's belief. It's the ultimate form of loyalty a company can obtain.

Additionally, we all love being a part of something bigger than ourselves and long for a sense of belonging. By choosing a certain brand, we identify other people with the same WHY.

Our desire to feel like we belong is so powerful that we will go to great lengths, do irrational things and often spend money to get that feeling.
- Simon Sinek