Think Differently Selling Why, Not What.

By September 25, 2013Technology

With Apple currently in the news with the release of the new iPhones, it’s appropriate to look at Apple the company.

Why is Apple so successful with their products?

And why do people buy Apple products when they typically cost more than competitors?

If we take a look at Apple as an overview, they’re a computer company. They set out to make the first personal computer that the average consumer could afford.

But where it gets interesting is that we don’t just buy our computers from them. We buy our MP3 players, phones and television accessories from them as well. What is even more interesting is that after the computer they haven’t created any new products. Apple has merely made existing products better and simpler, from the way they work to the way they look.

Now let’s look at DELL, another popular computer company.

They have an MP3 player. But people think, “Why would I buy an MP3 player from a company that makes computers?”

Ironically, we all have no problem with this when it comes to Apple, who at their core is really a computer company. That is because Apple believes it’s not what you sell but what you believe.

For example, competitors say, “Here is our new product and it has these cool features.”

They cover the “what it is” and “how it does it.”

Apple covers the “why.”

They say, “We believe in challenging the status quo in everything we do, we believe in thinking differently.” They challenge the status quo by making beautifully designed products that are simple to use.

People don’t buy what you do, they buy why you do it.

Dustin

Author Dustin

Highly conceptual creative talent experienced in print, web design and television. Dustin teaches art direction at Atlanta's renowned Portfolio Center, and his baby face often has him mistaken for a Portfolio Center student.

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