Simon Sinek's Golden Circle: Why, How and What

HN commenters cite it to explain why customers buy into a company's beliefs rather than its specs, especially in threads about Apple, marketing and product messaging.

Simon Sinek's TED talk presents the 'golden circle' model: great leaders and companies inspire action by starting with why they do something, before how or what. He illustrates it with Apple, Martin Luther King, the Wright brothers and, as a counterexample, TiVo.