This is a very interesting video about what differentiates business in such a complex market. He discusses a model which explains why the most popular companies in America have been so successful. He talks about the golden circle, which can be broken down into three parts. The center of the circle is the why, the surrounding circle is the how, and the final circle is that what. The problem that many companies fail in is the order of how they describe their product. They start from the outside in and it should be the opposite. The best way to convince consumers to become apart of your company is to convince them that it is the right product to you. Companies need to present the need for a product before explaining how their product can fill that need. Watch this video, its worth your time.
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
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