EMQ » April–June 2022 » Volume 58 Issue 2
By Wendi Dykes McGehee
In his bestselling book, Start With Why, Simon Sinek suggests that most organizations are clear on what they do, some know how they do it, but very few understand why they do it. He compares the Apple Technology Company (Apple) to another popular technology company. He says that both organizations know what they do (create quality technology products such as personal computers, flat screen monitors, cell phones, and more), and both seem to be confident on how to do that well. However, the distinguishing factor that sets Apple apart is knowledge of why they do what they do (to be first).
Because both companies make similar products and comparable quality, Sinek suggests that the attraction to their brand is not about quality. Instead, it’s about an intrinsic desire that exists in many people to be the first among friends and family to have a new product or device. They want to be seen as innovative or ahead of the crowd. This impression that Apple creates makes individuals wait in line for hours to get the newest iPhone the day it is launched or upgrade a device well before its life cycle has expired.