How to Build Trust in Your Brand: Lessons from Apple | Simon Sinek on Shared Vision

People don't buy what you do, they buy why you do it. But what you do serves as the tangible proof of what you believe. I don't know what you believe unless your actions and your products and your marketing and your advertising demonstrate it. You know, the reason I was able to write about Apple so extensively in Start with why was not because I had a hotline to Steve Jobs. In fact, the opposite happened to me because my publisher had written an unauthorized biography about Steve Jobs that wouldn't grab me an interview with any Apple executives. They wouldn't even let me visit campus. And the only thing I had to understand what Apple believed when I wrote Start with why was looking at their product, their store experience, their marketing, their advertising, their packaging. And I could see a pattern. Everything was consistent. They kept talking about the revolution, they kept talking about individuals. There's always one person in an Apple ad, never groups. Well, this is for a reason, because it's a, it's a company that empowers the individual to stand up to the status quo. And so all of the conclusions that I was able to make about what this company believe about the culture that it was built upon came from the tangible things that was put out in the marketplace. And so it's the same for a customer, though they won't go through the exercise I went with, and they won't be necessarily looking for it. They can feel it. They're highly attuned social animals. And if there's a connection in everything that you're doing that communicates the same message, people, people will believe you and people will build trust for the company.