Simon Sinek talks about this concept in his books and famously his TED talk on leadership. He discusses it as the ‘Golden Circle’ and explains how there are three ‘layers’ to any business: What, How, Why. Most businesses work from the outside in. First, they as ‘what’ it is that they’re trying to do. That might be to make protein shakes. Once they’ve done this, then they ask how they’re going to do it. Outsource manufacturing.