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Every company knows WHAT it does, but for a brand to be successful, the company needs to know WHY it does what it does.

The WHY is what creates loyalty, and loyalty, once won, is less fleeting than we think.

Look at Apple – the company that represents an ideal. People identify with Apple – they love it’s products, but it’s actually Apple’s ‘cause’ they love.

Certainly, you need to craft a clear, concise message about who you are and figure out how to communicate your message, but before you do, define WHY you do what you do.

It will be the most important thing you have ever done for your company and your brand.

Simon Sinek’s Ted Talk’s explanation is the best we have seen. Let us know what you think…