In your message do you focus on the What and the How or do you focus on the Why? Simon Sinek in this very interesting Ted talk, says that great leaders focus on the Why. A very useful think to remember when designing your communication or possibly thinking about your business as well.
In the talk Simon wonders how come when so many where trying to make the first flight, the Write Brothers succeeded, even though others were better funded. He also asks how come Apple is so successful and has such a large following compared to other computer manufacturers. He says the key is where the message comes from. Is it coming from What, How or the Why? People buy not what or how but why you do it.
All us know "What" our organisations do but few of us know "Why" our organisation does what it does. What is the purpose behind the organisation, why should customers care. The answer to the why sets inspiring organisations and leaders apart from the rest.