in his Ted talk, Simon Sinek shared the concept of the golden circle. at the outermost ring of the golden circle is WHAT. the centre ring is HOW and the innermost part of the golden circle is WHY.
Simon cited Apple as an example of how the company used the golden circle to be far ahead of its competitors.
"If Apple were like everyone else, a marketing message from them might sound like this:
WHAT - "We make great computers.
HOW - "They're beautifully designed, simple to use and user friendly. Want to buy one?"
but Apple goes to the core (no pun intended) of the golden circle and talks about why. this is how Apple becomes great:
WHY - "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?"
people don't buy what you do. people buy why you do it. purpose does matter.
Steve Jobs, the founder of Apple, said that purpose can be found when you believe in what you do - “you can't connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future.”
it's not about WHAT is your job, it's not about HOW you do your job. it's WHY that's important: purpose.
it's so simple and at the same time the most difficult thing to do - the search for purpose, finding your base camp. there's no magic, there's no "ah ha! moment" and there's no parting of the skies. just believe, and you will start discovering your purpose.