If you hire people just because they can do a job, they’ll work for the money. But you could also hire people who believe what you believe: this way, perhaps, they’ll work for you with blood and sweat and tears. Unfortunately, very few people or organizations know why they do what they do.
One exception is Apple. If Apple were like everyone else, a marketing message from them might sound like this: “We make great computers. They’re beautifully designed, simple to use and user friendly. Want to buy one?”. This is how most of us communicate. But it’s uninspiring. Here’s how Apple actually communicates. “Everything we do, 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?”.