I remember listening to Start with Why, where the author proposes an example ad for Apple that starts with why: > Let's look at that Apple example again and re

I remember listening to Start with Why, where the author proposes an example ad for Apple that starts with why: > Let's look at that Apple example again and rewrite the example in the order Apple actually communicates. This time, the example starts with WHY. > 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. > And we happen to make great computers. > Wanna buy one? Or, in another paragraph: > People with Apple laptop computers, for example, love opening them up while sitting in an airport. They like that everyone knows they are using a Mac. It's an emblem, a symbol of who they are. That glowing Apple logo speaks to something about them and how they see the world. Does anyone notice when someone pops open the lid of their HP or Dell computer? No! Not even the people using the computers care. I don't know. Maybe it's good for marketers. But for anyone who isn't interested in tribalism, groupthink or status symbols, the book is bewilderingly shallow.