I would second this. Also known as the Golden Circle I believe, but it basically boils down to everyone knows what they do (make widgets), and many people know

I would second this. Also known as the Golden Circle I believe, but it basically boils down to everyone knows what they do (make widgets), and many people know how they do it (through mastery of some tricky to operate widget making machine), but very few people know why they make those particular widgets. Hint: it's not money.