What’s the difference between how Dell and Apple market and sell products? If you don’t know the answer, you should read this book. One of the best business books that I’ve read in a long time. Long story short: Audiences can align with your ‘why’ but have a much harder time aligning with ‘what’ or ‘how’ and many companies and organizations continue to market what their product or offering does or how it does it, as opposed to why. So read the book, start a movement, generate a following, go be great.