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In contrast, when Apple claims, "We believe in thinking differently," it invites consumers to align with its philosophy. This approach effectively attracts individuals who share similar beliefs, leading them to become loyal customers, regardless of the specific products offered.

The Biological Basis for Decision-Making

Interestingly, this concept is supported by biological principles. The human brain can be analyzed in a way that aligns perfectly with the Golden Circle. The neocortex, which is responsible for analytical thought and language, represents the "what" level. However, the limbic brain governs feelings and decision-making and does not possess a capacity for language.