In competitive environments where marketers and leaders are perpetually thinking about their competitors, it’s easy to fall into the differentiation trap of highlighted features and benefits. But do consumers buy based on well-crafted bullet points that “wow” people with your myriad of value propositions, or, do consumers buy primarily based on emotion?

Instead of digressing into the science of consumer behavior and lulling you into a deep sleep, I think it best to illustrate an example of a company that leads with the why rather than the what.

It is hard to dispute that Apple is well-respected in a broad range of electronics. Forbes listed Apple as the most valuable brand in the world in 2010.

Simon Sinek beautifully restates Apple’s messaging: “everything we do, we believe in challenging the status quo. We believe in thinking differently….. we just happen to make computers.”

Apple has reached such a point where the public does not question their product extensions. Sinek claims this is because people have bought into Apple’s “why” which has had more marketing power than their “what.”

Does your organization have a “why” behind their existence? Does the “why” influence overall marketing and serve as a motivator for employees and stakeholders?

* Image compliments of cult-branding.com

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JP Anderson serves as Director of Admissions at Northeastern Seminary in Rochester, NY. He is currently completing a Master of Science in Strategic Marketing at Roberts Wesleyan College.