Most computer companies start by telling you they make great products. Apple does the opposite. It starts by telling you why it makes computers. According to the speaker Simon Sinek in his TED’s speech, Apple actually communicates like this:
“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?”
To explained his “Golden Circle”: from “why” to “how” to “what”, a reversed, inside-out direction as compared to everybody else, he also quoted other examples like Martin Luther King and the Wright brothers in his speech.
A inspiring content by a inspiring speaker!
The diagrams in the essay shown how an entrepreneur is not bound to a given target. Rather, he/she would optimize what he/she has and gives the best performance. The result would then flow along.
I tend to disagree with this argument, especially after watching the TED’s speech above. I tend to think that the reason behind the success of an entrepreneur is not the “freedom” behind it. The reason behind the success is the “sense of purpose” and the “why” before the start of anything. That “Given Target” or “Imagined Ends” are just the “what” in the equation, and the “why” is somewhat untold in the story here.
Well, not quite, in the original article, the author did mention something like: “Yet at any given moment, there is always a meaningful picture that keeps the team together, a compelling story that brings in more stakeholders and a continuing journey that maps out uncharted territories”. It is funny that all sentences before and after, but not this part itself, was underlined. But if you ask me, this in fact is the core of the whole matter. Start with “Why”!