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I appreciate the why and wholeheartedly agree in their approach, but I'd also appreciate being able to easily watch the video above from my iPad.

So in other words, the only thing innovative about Apple is their marketing message.

@Eyelona well since apple doesn't want to in corporate flash into their devices, that might be a problem

@adamzea I think his point is that Apple is so innovative because they know why they do what they are doing and that's what they talk about in their marketing.

Wow, don't turn this into an argument about Apple and Flash, that horse is long dead.

Isn't there a TED app for the iPad?

@adamzea It wasn't just about the marketing..."I believe" is the foundation of what takes them here today & catapults them to the future. To question the "why", to innovate & rehash something in a better light. Yes, the message is essential, but in the long run, its your belief, will determine if you get there at all.

@eyelona regarding apple & adobe, with flash, like Microsoft, they have to stick to their grounds -- apple has a dream and they'll go where they must go, and leave adobe behind...not to say they will, they just won't be too concerned about them to accomplish what they set out. The tides will turn, and what each companies decide will always create a divide. Its self interest & domination.

interesting theory...and very true...the 'why' is an important aspect in every area of our lives...why do i love you, why do i work here, why do i believe in what i do...

Thanks Catherine for putting this up. What an insightful video. I wholeheartedly I agree with the approach that Simon Sanek presented.

Understood - just saying I'd have liked to see the video from my iPad - of course html5 will make that happen and I'm anxiously awaiting...

This talk just galvanized something I've been struggling with. I'm trying to communicate to people I want to support a project. I was half way there, knowing I didn't what to communicate the 'what'. I didn't want to muck up the message with details, facts etc. I knew that wasn't going to reach anyone. But I had a bit of a hole. I was still trying to explain what I was doing, without explaining what I was doing. The 'why' just anchored my thoughts. I now know my message.

this is really great. thank you

The term I've used with clients for years is "inspiration design"– i.e., giving people the know-what, the know-how and the know-why the need to buy or buy-in...

Oops- typo
The term I've used with clients for years is "inspiration design"– i.e., giving people the know-what, the know-how and the know-why they need to buy or buy-in...

This is sooo true and sooo hard, overall, to get B2B corporate America executives to buy into in terms of both message development and the voice they use to communicate that message. As usual TED speakers educate and inspire.