Everyone has their own WHY

“Well why should I do business with you then?” we answer with confidence, “Because the work we’re doing now is better than the work we were doing six months ago. And the work we’ll be doing six months from now will be better than the work we’re doing today. Because we wake up every day with a sense of WHY we come to work. We come to work to inspire

People don’t buy WHAT you do, they buy WHY you do it. A failure to communicate WHY creates nothing but stress or doubt. In contrast, many people who are drawn to buy Macintosh computers or Harley-Davidson motorcycles, for example, don’t need to talk to anyone about which brand to choose. They feel the utmost confidence in their decision and the onl

Only later, once we decided we had to have an iPod, did the WHAT matter—and we chose the 5GB version, 10GB version, and so on, the tangible details that proved we could get the 1,000 songs in our pocket. Our decision started with WHY, and so did Apple’s offering.