A simple set of three contained circles with the words “What”, “How”, and “Why” embedded in them. The three words that most companies use while selling a product. They start with what they are selling, how they are selling it, and most won’t even bother to explain why they are selling it. Simon also pointed out that most companies don’t even have an answer for the “Why”. Mind you, the answer that we are talking about is not as simple as “for making money”. It’s about your cause, why you exist, what are you trying to say, what motivates you to sell that product every single day of your life.

Now let’s get back to the question that I asked you- Will you buy a car from Nikon? You probably won’t. Because Nikon might be good at cameras, but cars? we are not sure, right? Let me ask you another question. Will you buy a car from Apple? You would probably say “YES!” (even if you have to sell one of your bean-shaped organs to afford it). But why did you say Yes for Apple— it’s fundamentally a computer company, right? This is where Apple uses the golden circle -the only difference, they use it in reverse! They start from “Why”, “How” and ends with “What”! If you dont trust me, check out any of Apple’s keynotes.

Why: We believe in supporting your body, not punishing it.
How: By designing a product that naturally fits your body without forcing it to adapt.
What: Here are the Apple Airpods.

Do you see what they did there? By constantly putting out their vision for society and the WHY behind their products, Apple made a lasting impression. How else can a computer company create a watch and make it the most successful watch in history?