Most of the organisations go from the What to the Why. In order to capture the consumer’s attention and get his full involvement, it is important to focus on the “why”. This question appeals to the real consumer insight. Brands have very little time to convince, so it is essential for them to address this aspect that will allow them to differentiate themselves from their competitors and facilitate decision-making for the consumer.
Simon Sinek - The Golden Circle (Copright Simon Sinek)