“As it turns out this plays a key part in why Japan’s largest architecture firm, Nikken Sekkei, has chosen to partner with GRAPHISOFT of Hungary, one of Apple’s most accomplished software developers,” Frausto-Robledo writes. “‘People don’t buy what you do but why you do it,’ says Simon Sinek, in one of the most popular of TED Talks. ‘The goal is not to do business with everybody who needs what you have, the goal is to do business with people who believe what you believe.'”
Frausto-Robledo writes. “In the case of GRAPHISOFT, they believe in something different than their biggest competitors. “
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