Take it from the biggest company on Earth: everything you do should flow from a core purpose.

In his best-selling book, Start With Why, Simon Sinek explains the secret of how some leaders thrive when others fail. Apple Inc. remains one of the most innovative, successful, and recognizable companies with a cult-like following because it understands what Sinek has titled “The Golden Circle.” Their advertising and messaging communicates their belief in challenging the status quo. They don’t sell iPads and iPhones; they sell thinking differently. Its quality design and user interface are just two tangible elements that help consumers rationalize their purchasing decision.

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Heleo/Midoriko Abe