The question might sound odd, and some may have even started searching for “Nikon Car.” But let’s clear that up—Nikon isn’t making a car.

The inspiration for this piece actually came from watching a Simon Sinek talk on YouTube. In his talk, he introduced a fascinating concept called The Golden Circle.

The Golden Circle is a simple set of three nested circles labeled “What,” “How,” and “Why.” According to Sinek, most companies use these three words when selling a product. They usually start with what they’re selling, then how they’re selling it, and rarely ever address why they’re selling it. Interestingly, many companies don’t even know their “Why.” And it’s not as simple as “to make money.” It’s about purpose, about the motivation and vision behind the brand—the cause that drives it forward every single day.

Now, back to the original question—Would you buy a car from Nikon? Most of us wouldn’t. Nikon might be excellent with cameras, but a car? That’s a stretch, right?

Now, let me ask another question. Would you buy a car from Apple? Many people would immediately say “YES!” (even if it means giving up something significant to afford it). Why is that? Apple, at its core, is a computer company. Yet, the difference is that Apple uses the Golden Circle in reverse, starting from the “Why,” then moving to the “How,” and ending with the “What.” Don’t believe it? Just check out any of Apple’s keynotes.

Here’s an example of how they frame their products:

What: Introducing Apple AirPods.

Why: We believe in supporting your body, not forcing it to adapt.

How: By designing products that naturally fit your lifestyle and physical comfort.

By consistently sharing their Why and vision with the world, Apple has created a powerful connection with its customers. This is why, when Apple—primarily a computer company—launches a watch, it doesn’t just sell; it becomes the most successful watch in history.

The takeaway here? Knowing and sharing your Why can set a brand apart and open the door to boundless possibilities.