Simon Sinek (@simonsinek) created a simple model, The Golden Circle, that codified what makes the most inspiring people and organizations so successful and influential. Beginning as a student in anthropology, Simon Sinek turned his fascination with people into a career of convincing people to do what inspires them.

Through his struggle to rediscover his excitement about life and work, he made some profound realizations and began helping his friends and their friends to find their “why” — at first charging just $100, person by person.

Never planning to write a book, he penned Start With Why simply as a way to distribute his message. With a bold goal to help build a world in which the vast majority of people go home everyday feeling fulfilled by their work, Sinek is leading a movement to inspire people to do the things that inspire them.

Now Simon takes the next step. After why comes : trust. I also recommended you to see his presentation at TEDxPugetSound about How great leaders inspire action.

Here’s how Apple actually communicates:

Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly. We just happen to make great computers. Want to buy one?

Also check out his talk at TEDxMaastricht.