Hey Brian,

In some situations, your WHY defines, explains and dictates your
Who
What
When &
How

Maybe not from a copywriting viewpoint, but from a business that controls a large part of their market - Apple. It's all because they know their WHY better than anyone else.

Here's a very inspiring TED video from Simon Sinek about this WHY .... How Great Leaders Inspire Action.

Simon Sinek: How great leaders inspire action | Video on TED.com

Cheers!

Stephen Bolin

I shortened mine:

Who cares? So what?

- Rick Duris

PS: But I like Brian's, too.