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“People don’t buy what you do! They buy why you do it!!!”

Sunday February 20th, 2011 10 comments

Simon Sinek[1] proposes a simple and elegant model: the golden circle. When talking (as everybody today) about Apple, he challenges its competitors: “Apple is just another computer company… They have the same access to the same talents, the same agencies, the same consultants, the same media, then why is it that they seem to have something different?”. For him most…

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