Dynamic Marketing Communiqué

The SECRET Behind Apple’s Success: Know this book author’s thoughts on what set this tech company apart! [Friday: Mindfulness by Miles]

January 5, 2024

Miles Everson’s The Business Builder Daily speaks to the heart of what great marketers, business leaders, and other professionals need to succeed in advertising, communications, managing their investments, career strategy, and more. 

A Note from Miles Everson


How are you? We hope you’re having a great Friday so far. 

We’re excited to share with you another interesting topic for today’s “Mindfulness by Miles.” Every Friday, we publish articles about health, well-being, and the future of work with a goal to help you boost your work life and personal life. 

In this article, we’ll focus on a particular book from an insightful author. Are you ready? 

Keep reading below to learn more about the topics covered in this book. 

Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute

Mindfulness by Miles  

What do you think sets truly great leaders apart? 




In a world inundated with endless products, services, and choices, being a great leader entails more than just having these qualities. 

Simon Sinek’s groundbreaking book titled, “Start with Why: How Great Leaders Inspire Everyone to Take Action,” tackles this topic head-on, offering profound insights into the essence of true leadership and the secret to inspiring others.

At the core of the author’s philosophy is the concept of “The Golden Circle,” a simple yet transformative framework that challenges conventional thinking about communication and leadership. 

The three components of this circle are WHAT, HOW, and WHY, representing the layers of an organization’s messaging and motivation.

Let’s dive deeper into these aspects… 

Photo from Simon Sinek

The Outer Layer: WHAT 

Sinek says typically, businesses communicate by starting with the “what.” This is the outermost layer of the circle and represents the products or services a company provides. 

In other words, the “what” is the tangible, visible aspect of an organization that often forms the basis of various marketing and advertising strategies. Sinek believes that while the “what” is necessary, focusing solely on it fails to tap into the deeper emotional connections that drive loyalty and commitment—both on customers’ and employees’ part.

The Middle Layer: HOW 

In the middle layer of the golden circle is the “how,” or the processes and values that differentiate an organization from its competitors. Companies often use this layer to showcase their unique selling propositions and the methods used to deliver products and/or services. 

According to Sinek, while the “how” is crucial for differentiation, it still falls short of addressing the fundamental question, “Why does the organization exist beyond profit?” 

That’s why Sinek states a deeper layer needs to exist. 

The Core: WHY 

At the heart of the golden circle lies the MOST critical element—the “why.” This represents the core purpose, cause, or belief that goes beyond mere financial gain. 

Sinek argues that the most successful leaders and organizations are those who start with the “why.” By clearly articulating and understanding their purpose, such leaders create a powerful narrative that resonates with both employees and customers.

In the book, Sinek uses Apple as a prime example of a company that starts with the “why.” He wrote that while many computer companies were touting their products by listing specifications and features, Apple took a different approach to its marketing strategies. 

The company’s marketing materials didn’t begin with the technical details of the Mac computers (the “what”). Instead, the brand started with a vision: A belief in challenging the status quo and thinking differently (the “why”). 

The result? 

This approach not only set Apple apart but also attracted a loyal following of customers who share the same values with the company.

Inspiring Action Through and Leading With PURPOSE 

Overall, Sinek’s “Start with Why” book argues that inspiring action requires more than just promoting a product or service; it also demands a connection on a deeper, emotional level. This is because when people believe in the same cause or share the same values, they are more likely to become not just customers but also advocates and loyal supporters.

Meanwhile, leaders who embrace their “why” create a sense of purpose that transcends the daily grind. This sense of purpose becomes a guiding light, influencing decision-making, inspiring innovation, and fostering a strong organizational culture. 

Sinek suggests that by leading with “why,” leaders can cultivate a sense of trust and loyalty that goes beyond transactional relationships.

We hope this book also inspired you to operate with your “why,” not just your “what” and “how!” 

By understanding and communicating your “why,” you can inspire action, build lasting relationships, and create a legacy that extends beyond profit margins.

As Sinek states: 

“People don’t buy WHAT you do; they buy WHY you do it.”

Have a great Friday! 

(This article is from The Business Builder Daily, a newsletter by The I Institute in collaboration with MBO Partners.) 

About The Dynamic Marketing Communiqué’s
“Fridays: Mindfulness by Miles”

High-performance businesses are run by people who think and act differently. 

In other words, these are people who are high-performing individuals

Companies and individuals of this kind have found ways to escape the grind of commoditization and competition by focusing on the RIGHT goals. 

High-performing businesses and individuals are also “return driven” businesses and “career driven” individuals. They conscientiously develop unique capabilities and resources that allow them to deliver offerings in ways no other firm or individual can. 

Every Friday, we’ll publish tips and insights from MBO Partners and The I Institute’s “The Business Builder Daily” newsletter. 

These will help you gain knowledge on the things that Miles Everson, the CEO of MBO Partners, often talks about regarding the future of the workforce. 

We’ll also highlight other mindfulness advice on how you can be a high-performing individual both in your career and personal life. 

Hope you’ve found this week’s insight interesting and helpful.

Stay tuned for next Friday’s “Mindfulness by Miles!”


Kyle Yu 
Head of Marketing 
Valens Dynamic Marketing Capabilities
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