"Why" - part of The Golden Circle by Simon Sinek
This is not a new idea or theory, but it is a good one. The Golden Circle became famous when Simon Sinek talked about it at a Ted Talk in 2009.
By Simon Sinek.
What
All organizations and companies can easily say what they do, whether they sell a product or perform a service (at Gasta we develop websites, visual identity and digital marketing).
How to
Most people can also easily explain how they do it. These are often things that distinguish the company from its competitors (at Gasta we specialize in the software we use to develop websites).
Why
What is difficult is to answer why the company does what it does. They are not about making money. Why is a cause or a belief. It is the very reason the company exists (in Gasta our "why" is that we want to create growth for our customers).