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“It’s not what you sell, it’s what you believe.”

“It’s not what you sell, it’s what you believe.” Adam Lashinsky – Inside Apple Tim Cook (New CEO Apple) reply to question during investor conference call about what will change at Apple as he replaces Steve Jobs. Cook did not respond with a detailed review of the products Apple made or the retail environments in which it sold them. Instead, he offered an impromptu, unscripted statement of what he and everyone at Apple believed. “We believe that we are on the face of the earth to make great products, and that’s not changing,”    “It’s not what you sell, it’s what you believe.” Apple, like Southwest Airlines, get this. They consistently and dramatically outperform their rivals because every person in the organization, regardless of job title or function, understands what makes the organization tick and why what the organization does matters. Behind every great company is an authentic sense of purpose. VISION + MISSION + CORE VALUES = CULTURE What do you promise that nobody else in your industry can promise? What do you deliver that nobody else can deliver? What do you believe that only you believe?