Realistically people do not buy the "why", they buy the what. Your "why" may help create your mission statement. It may be something that sets the product development agenda, it may help create and maintain company culture, or drive recruitment, and these things are absolutely vital. But realistically it's almost never the "why" that matters, it's the "what". I've no idea of the "why" any of my former employers, but I liked working there, it was "what" we did. I've no interest in why BMW exists or Apple, or Devialet or Aesop but I like their stuff. Enough with the total bollocks please. Let's not over think stuff, let's be real here. This chart explains what I mean …see more