When will you be getting Zippay?, page-266

The what and how is boring and obvious, all the BNPL have the same rhetoric.

The customer needs to know Zips why.

Why - This is the core belief of the business. It's why the business exists.

How - This is how the business fulfills that core belief.

What - This is what the company does to fulfill that core belief.

Apple starts with "why." It is the core of their marketing and the driving force behind their business operations. To help illustrate this point, imagine if Apple also started backwards by creating a marketing message that started with "what."

"We make great computers. They're user friendly, beautifully designed, and easy to use. Want to buy one?"

While these facts are true, I'm not sold. We want to know why they are great and user-friendly. Turns out Apple has figured this out over the years and knows better. Here's what a real marketing message from Apple might actually look like.

"With everything we do, we aim to challenge the status quo. We aim to think differently. Our products are user-friendly, beautifully designed, and easy to use. We just happen to make great computers. Want to buy one?"

See how different that feels? Because Apple starts with "why" when defining its company, it's able to attract customers who share its fundamental beliefs. As Sinek puts it, "People don't buy what you do. They buy why you do it." Starting with "why" makes Apple more than just a computer company selling features, and that's why their products have flourished while their competitors' products with similar technology and capabilities have often flopped.