A Company's Mission Statement Is the Most Fundamental Thing You Need to Understand

Sinex says a more realistic marketing message from apple would be, with everything we do, we aim to challenge the status quo. Y is at theo of the golden circle because it's the most fundamental thing you need to understand about a company. Everything a company does, from the products it builds to the feature decisions it makes for those products, should emerge from that value. If it doesn't, there's a good chance that decision isn't working well for the company.