**People don’t buy what you’re doing, they but _why_ you’re doing it.** # Example The Creative Zen beat the iPod to the shelves. It was marketed by what it was - a multi-gigabyte MP3 player. But it is a forgotten relic of the past because Apple’s iPod sold the consumers with Why: “1000 songs in your pocket”. **** ## Source - [[Start with Why (source)]] ## Related - [[Negotiation is Tactical Empathy]] - understand what customers want