Apple : the art of driving behaviour

At WWDC 2013, Apple started its keynote address with a video describing its intentions as a products manufacturer and introducing its new campaign “Designed by Apple in California”.

What a better example of what Simon Sinek explains at TEDxPugetSound about driving behaviour ?

“People don’t buy what you do, they buy why you do it.”

In this talk, Simon Sinek explains how great leaders inspire actions by reversing the usual chain of communication from “What we do” to “How we do it” with sometimes a hint of “Why we do it” to a Why-first communication. He calls these three levels “What, How, Why” the golden circle. Simon Sinek takes the example of Apple’s way of selling a computer :

  • From the inside out (What – How – Why):
    • “We make great computers” – What
    • “They’re beautifully design, simple to use and user friendly” – How
    • “Wanna buy one ?”
  • From the outside in (Why – How – What):
    • “Everything we do, we believe in challenging the status quo, we believe in thinking differently” – Why
    • “The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly.” – How
    • “We just happens to make great computers.” – What
    • “Wanna buy one ?” Sounds familiar ?
      The Golden Circle

WWDC 2013




Apple’s WWDC 2013 takes place from June 10th to 14th at Moscone West, San Francisco.

I will be there enjoying conferences, labs, partys and meeting fellow developers and entrepreneurs.

And, well, I’m also planning on taking my sweet time…


Stay in touch with me here or on the social networks for some news (that is to say, as far as the NDA doesn’t urge me to keep my mouth shut…)