The fundamental difference between the "Apples" of the world
and everyone else is that they start with "Why".
Very few people or organizations can clearly understand why they do what they do. This isn’t making money—that’s a result. Why is all about your purpose. Why does your company exist? What's your purpose, what's your cause, what's your belief?
Some people and organizations know how they do what they do. Whether you call it a "USP" or a "differentiating value proposition", HOW is often given to explain how something is different or better.
Every single organization on the planet knows what they do - 100%. Everyone can easily describe the products or services their company offers on the market.
In order to create an emotional connection with the customers, companies must start with "Why". When organizations start with what they believe, they will tap into our innate drive to include those products as symbols of our beliefs and values. They make us feel special, like we belong to something bigger, and we feel a sense of tribe affiliation with all the others buying the same products.
To build trust with their clients, companies need authenticity. That means that their "How" and "What" have to be consistent with their "Why". They all need to work together in harmony in order to achieve great results and an increased number of sales.