What is Apple's Secret Weapon?
(Hint: It Isn't Low Prices)

As buyers of products and services, we think we’re buying what’s being sold, but most of the time, subconsciously, we are actually buying why it’s being sold.

Some companies aim to be the lowest-priced option (think Walmart or McDonald’s). Other businesses (and nonprofits too) strive to connect with customers on a personal level. Sharing our “why”—our purpose, our cause, what we believe—is the very best, most authentic way to do this.
Consider Apple with their iMac, iPhone, and iPad. Many, if not most Apple customers are cheerleaders and fans of everything Apple, and they happily pay a higher price for their products. Why? Because Apple fans don’t care that much about price. They care more about how Apple makes them feel.

The premiums Apple collects have made them the most profitable company in the world since 2015.
Fine craftsmanship, simplicity, beautiful design…and that’s just the packaging! Apple products radiate quality. You know you’ve purchased something special because Apple products make you feel special.

“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Maya Angelou
In his popular book Start with WHY, Simon Sinek describes Apple’s “why” in this way...

“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?”

This is Apple’s “Why.” It’s their secret weapon. Does it work? We’ve all heard stories about rabid Apple fans standing in line overnight, in the rain and snow, 24 hours and more before the newest gadget is released, just to be among the first to get it.

They proudly open their MacBooks in public places, like airports, just so everyone can see the glowing apple and know how proud they are to use a product they love so much.
In Insanely Simple, Ken Segall, Apple’s former ad agency creative director (and the person credited with putting the “i” in iMac), said...

“It’s Apple’s devotion to Simplicity that forms an unbreakable connection with its customers and inspires customers to evangelize to colleagues, friends, and family.”

Do your customers share this devotion? They could. But before they’ll line up in the rain to buy your products and services you’ll have to craft a clear statement of “why” you are in business: Why you do what you do, day in and day out. Why you exist. A powerful statement of purpose that tells people why they should care.

If you haven’t done this yet, you’re not alone. Most businesses don’t know their why. Most don’t even know where to start. Do you?

I can help you with that!

I’m helping organizations find their “why” so they can build stronger bonds with clients, differentiate themselves from the competition, and earn customers who are enthusiastic, devoted, and loyal for life.

Discovering your why takes a little work, but not as much as you may think. In my WHY Discovery Workshop you will discover your organization’s “why” in less than one full eight-hour day. By lunch time, you and your team can have what Apple has used to their advantage for over forty years: A clear purpose. An extremely powerful “WHY.”

For more information about how to build velocity for your organization with a powerful WHY, a crystal clear vision and well defined core values, contact me to schedule a call.

© Copyright: Insight Consulting Partners, LLC
February 17, 2019

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