What makes Apple so unique? Why do people stand in line to buy their stuff? What is it about Apple that makes their line extensions (from computers to music players to phones) so incredibly successful? The answer may be MUCH simpler than you think! And you can use it in your business next week.

In this TED video Simon Sinek explains how a simple difference in communication structure can change everything. The video is 18 ½ minutes and that may be more time than you want to invest right now, No problem, but do invest 4 ½ minutes now and get the concept. You can come back and watch the rest later, but learn this concept now, it will definitely give you something to think about this weekend, and by Monday you may start transforming how you communicate about your business and your products/services.

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