Enabling a brand's Why through design

摘要

One of the most popular TED talks of all time is Simon Sinek's "How Great Leaders Inspire Action"—a topic further detailed in his book, "Start With Why." According to Sinek, companies discuss products from their perspective of what they do, how they do it, and why they exist. But, to paraphrase Sinek's thesis, consumers don't invest in what a brand does, they invest in Why they do it.