Simon Sinek's TED talk

I just watched the Simon Sinek: How great leaders inspire action TED talk. While his foucs is on how leaders inspire others, he used a lot of examples which related to business and marketing. He pointed out people don't buy what you do, they buy why you do it. Companies who success and stand out because they sell people on what they believe, not their product. To me, this seems to tied in what John and Jeff mentioned, we need to focus on the customers, not the product.