How are some companies able to create 'tribes' or raving fans around not just their individual products but their entire company? According to Simon Sinek, author of Start with Why, they focus on the fact that people do not buy what you do, they buy why you do it. After listening to this episode, you will understand what it is that makes Apple, well Apple. We touch on a possible reason why HMV, Blockbuster and KODAK fell to the competition when they had what seemed like an insurmountable lead. It may have come down to losing their 'Why'. Get on our mailing list at www.UseBecause.com/subscribe