Why Apple's Marketing Is Different by Simon Sinek

This is a great presentation by Simon Sinek about how some organizations are able to achieve so much more than others with seemingly the same amount of resources. Why did no one buy Gateway’s flat screens or Dell’s MP3 players? The following video, which I think marketers should watch over and over, explains why.

The most important Simon makes is that “people don’t buy what you do, they buy why you do it”. I love the following quotes:

“If Apple was like everyone else a marketing message might be: We make great computers. They’re user friendly. Want to buy one? …Here’s how Apple actually communicates: everything we do, We believe in challenging the status quo, we believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use, and user friendly. We just happen to make great computers. Want to buy one?”

“The goal is not to do business with everybody who needs what you have, the goal is to do business with people who believe what you believe.”

So start with why instead of what when you are rethinking your marketing strategy, and this flip can change how people think about your company and why they should do business with you.

People do business with companies that believe what they believe because of our strong tendency to want to align our actions with our self perception. This is why people who identify themselves as Republicans or Democrats, will vote against their self-interest. We don’t want to experience what psychologists call cognitive dissonance – “the uncomfortable feeling of holding two contradictory ideas simultaneously” (Wikipedia). Therefore companies that have a strong identity often become very strong brands.