The RIM letter to BGR referenced a video from Simon Sinek on TED. While I think he makes an incredibly difficult task seem a little too easy, I think he certainly raises some interesting questions. He talks about the Gold Circle, how we market the what instead of the why.
Execution is far more difficult than transforming the marketing message from the “What we do” to the “why we do it”, it is more about leadership and a unique focus on the customer that is not easily replicated.
Anyway, here is the video….