It's interesting to see sites like this come to realisations that the wider marketing world has been discussing for decades. They even have an ad example (poss

It's interesting to see sites like this come to realisations that the wider marketing world has been discussing for decades. They even have an ad example (possibly a magazine full-page ad) in the article from 2004, that looks like it belongs in the 1990s. Advertisers have been targeting the 'why' instead of the 'how' for a long time. Apple are one of the biggest brands to figure this out the earliest with their 'think different' and '1984' campaigns that challenged Microsoft's very plain 'how' based advertising that's very reminiscent of that 2004 ad in their article. Simon Sinek has covered this area in a really concise and informative manner. https://www.youtube.com/watch?v=2Ss78LfY3nE https://www.youtube.com/watch?v=2Ss78LfY3nE