This much I know

This much I know

Zara Flynn, managing director, Guns or Knives

Every company in the world knows what they sell. Some companies know how they do it. But very few companies know why they do it.

It’s important to understand that, very often, people don’t buy what you do; they buy why you do it. For example, many Apple customers don’t buy an Apple computer because it has a good spec.

They buy one because it exemplifies Apple’s vision, which is to challenge...

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