if we're starting with the

wrong questions, if we don't understand the cause, then even the

right answers will always steer us wrong ... eventually, if we're starting with the
wrong questions, if we don't understand the cause, then even the
right answers will always steer us wrong ... eventually

What has made Apple special is that they've been able to

repeat the pattern over and over and over.

Apple inspires.
Apple starts with Why.