In this video Mr. Sinek discusses how there are a great deal of benefits that accrue from beginning your brand’s messaging with “why.” One of these benefits is that you can grant your business a great deal of leeway in terms of your product offerings. In some cases, you can even sell products that your brand’s competitors otherwise could not. For example, you’d never buy an MP3 player from Dell Computers, but you’d buy one from Apple, because Apple isn’t a computer company- they’re a company that produces great products that happens to sell computers.
Overall, the biggest benefit of starting with “why” is that your brand’s messaging connects with people in a much more effective manner than if you start with “what” (“what” being what you’re actually offering.). So, I like this messaging strategy because it is, ultimately the most effective way to reach people and it allows your brand a great deal of flexibility.