Communicating from the inside out - Apple's Steve Jobs

Here Steve Jobs talks about focussing on your customers rather than your products. Create something that customers will want rather than trying to sell them something that you have. This core idea has some similarities to the idea of communicating from the inside out...

Kind of.

While Simon Sinek suggests that Apple's core belief is in doing things differently here we see it is more refined. Apple do things differently by not only communicating backwards, but also by thinking backwards. Rather than telling people what they want they ask what customers are likely to want.