Do you want your product or service to resonate with customers? Then start by expressing the “why” behind your business rather than the “what.”
Using Apple and the Wright Brothers as examples, Simon Sinek of RAND Corporation describes how people have a stronger biological response to “why” than to “what,” and how this translates to behavioral response. Sinek explains why “I Have a Dream” is more inspiring than “I Have a Plan.”
This video is 18 minutes well-spent.