Simon Sinek: How great leaders inspire action (TED 2009)

This guy has mastered the art of "repeat your thesis often enough and it becomes true". He says it at least one time with each example he gives, as though the example actually proves what he is saying.

So what is he saying? That an organization can be thought of as three concentric circles. The outside is what it does, the middle is how it does it, and the center is why. The thesis is that great leaders lead by communicating the why. This attracts like-minded individuals.

Apple-- "We challenge the status quo"
how do they do this? By building computers with an emphasis on design.

But it is the "why" which sets the company apart.