“Apple is, what TED Talk luminary speaker Simon Sinek has called, a true leader. Not because they have power and authority within their industry–because for decades they didn’t have much–but because for years its loyal customers chose to follow them simply on the basis of what they believed,” Anthony Frausto-Robledo writes for Architosh. “They shared a common belief about the power of individual creativity and empowerment through simple, beautiful and accessible computing tools.”

“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. “

Read more in the full article here.