For decades, competitors and consumers have pondered how Apple has reached (and continues to reach) such heightened levels of success and innovation. But it only took Simon Sinek eighteen minutes to explain it at a TED event. And, according to him, it’s all about the why, not the how. Most computer companies start with claims that they make great products. Apple, on the other hand, tells you why they build computers. Watch Sinek in action below. He’s got a smart theory that’s worth a listen.