As a business professional, I’m sure you’ve been asked the question, “What makes you different from your competition?” Because whichever business you’re in, there are likely others selling the same product or service as you, at least on the surface. Clients have an endless amount of choices -- not just what to buy, but how they want to customize it and where to buy it from. I answer all these questions in the context of people: their human behaviors, needs, experiences and motivations. Sinek proposes that beliefs and purpose are the foundation of the "why." Many beliefs are based on either personal experience or scientific proof, and consumers are more inclined to support a brand that stands for something that aligns with their own beliefs.

Source: Forbes November 06, 2017 12:56 UTC