![]() ![]() Let’s look at that Apple example again and rewrite the example in the order Apple actually communicates. Sinek contrasts this example by laying out how Apple actually markets themselves (or at least, how they used to): ![]() They’re beautifully designed, simple to use and user-friendly. A marketing message from Apple, if they were like everyone else, might sound like this: 'We make great computers. With that, the company would expect some behavior in return, in this case a purchase. It would start with some statement of what the company does or makes, followed by how they think they are different or better than the competition, followed by some call to action. If Apple were like most other companies, a marketing message from them would move from the outside in of The Golden Circle. He uses Apple to demonstrate how they hold true to their why, and what they would look like if they didn’t. ![]()
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