In the leadership book, Start With Why, Simon Sinek says Apple embodies starting with why best. They don’t start with selling computers, they start with a way of living. Apple’s “why” is simple, and they’re very straightforward about it: Challenge the status quo.

Maybe you remember the ad launching the Macintosh computer from Super Bowl XVIII in 1984? Point being, don’t be part of the herd!

iPod, iPhone, iPad, iTunes. I. Individual. It’s intentional. According to Sinek, you never see groups of happy people in Apple ads.

Unfortunately, alone also has a downside. Remember Eve?