The Importance of Why We Buy What We Do

Companies try to sell us what they do, but we buy why they do it. In practical terms, there is nothing special about Apple. It is just a company like any other. There is no real difference between Apple and any of its competitors,. Dell, HP, Gateway, Toshiba. Pick one, it doesn't matter. They are all corporate structures. That's all a company is. The things we can point to rationalize or explain the reasons we're drawn to one product, company or idea over another. What companies do are external factors, butwhy they do it is something deeper. This is the reason we perceive Apple as being authentic. Everything they do works to demonstrate their