If Apple were like everyone else, a marketing message from them might sound like this. We make great computers. They're beautifully designed, simple to use, and user friendly. Want to buy one? And that's how most of us communicate. That's how most marketing is done. That's how most sales done. And that's how most of us communicate into personally. We say what we do. We say how we're different or how we better and we expect some sort of behavior or purchase of votes, something like that. Here's how Apple actually communicates. 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. We just happen to make great computers. Want to buy one? Totally different, right? You're ready to buy a computer for me. All I did was reverse the order of the information. People don't buy what you do. People buy why you do it. People don't buy what you do. They buy why you do it.