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In March, we wrote a post about Simon Sinek, creator of the business model “The Golden Circle,” and why it is important to understand that you focus on the center of the Golden Circle, the WHY because as Simon says, “people do not buy what you do; they buy why you do it.”

This month we thought we’d provide some visuals that illustrate this point. Below are some of the largest brands in the US (and arguably the world). Take a look at the difference between the What and the Why… how do they each make you feel?

Once you’ve had a chance to read them all, think about these differences in terms of your small business. Which approach do you think will resonate better with your target audience? Which is gives you the competitive advantage you need to grow your business… explaining what your product or service is or why your product or service was created?

Disney’s What:
Disney has created many films since its first princess created in 1937 and today has multiple theme parks and merchandise.

Disney’s Why:
The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.

GoPro’s What:
GoPro is a small camera the takes the best qualities of point-and-shoots and camcorders and packs them into a rugged frame that’s smaller, waterproof, and virtually indestructible.

GoPro’s Why:
GoPro frees people to celebrate the moment, inspiring others to do the same. From cameras to apps and accessories, everything we do is geared to help you capture life as you live it, share the experience and pass on the stoke. 

Apple’s What:
Apple Inc. designs, manufactures and markets mobile communication and media devices, personal computers and portable digital music players.

Apple’s Why:
Apple’s mission is bringing the best user experience to its customers through its innovative hardware, software, and services.

Netflix’s What:
Netflix is a subscription-based streaming service that allows our members to watch TV shows and movies without commercials on an internet-connected device.

Netflix’s Why:
At Netflix, we want to entertain the world. Whatever your taste, and no matter where you live, we give you access to best-in-class TV shows, movies and documentaries.

Lego’s What:
Lego manufactures interlocking bricks that can be assembled and connected in many ways to construct objects, including vehicles, buildings, and working robots.

Lego’s Why:
Our ultimate purpose is to inspire and develop children to think creatively, reason systematically and release their potential to shape their own future – experiencing the endless human possibility.

Tomato Fish Is An Indianapolis Consulting Company Focused On Helping Small And Midsize Businesses Make Good Strategic Planning Decisions. If you need help building a solid marketing foundation for your business, schedule a free 30 min consultation.