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While typical marketing messages start with "what," an inspired approach flips this order to begin with "why." For instance, instead of stating, "We make great computers," Apple communicates, "We believe in challenging the status quo." This primary differentiation of thought and communication illustrates that people don't merely buy products; they buy into the underlying beliefs of those products.

Communication from the Inside Out

This distinction is essential. Most organizations and leaders communicate in ways that focus on their offerings, promoting their unique selling propositions and expecting engagement. However, this often results in uninspired interactions.