He wasn’t flattering.
His biggest concern was how I’d structured the message – too much what, and not enough why. His point was this – people don’t buy what you do, they buy why you do it. And he pointed me to this book/video from Simon Sinek, called ‘Start with Why’.
A core pillar of the book/video is what Sinek calls the golden circle – above – and a great observation on how Apple communicates versus, say how the Boardroom Metrics video communicates.
Apple communicates from the inside out – why? “everything we do we believe in challenging the status quo”; how?: “we make beautifully designed and easy to use technology; what: “we happen to make great computers”. “Want to buy one?”
The Boardroom Metrics video is all “what”: “here are the three pillars” – which inspired me to create this new video about what we believe and why we do what we do.