Start with "Why"

When you try to sell your product, what question do you answer with your words? Usually, it's "What". You tell people what you sell, how this product will be useful to them, etc.

But big brands (like Apple) in their presentations and advertisements do a different thing. They say why they sell their product.

"Start with Why" — is a book of Simon Sinek, British/American author and marketing consultant.

The main thought of the book is that your mission as a company, your global aim is not less important than your product, and you should never forget why you do what you do.

This mission sometimes has almost nothing to do with your goods. Look at what Apple say about their goals:

"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?"

First goes why they do what they do, and only then mentioning the product. So next time before presenting or advertising your goods, think carefully about your "Why".