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HowtheyarePrimarilyExperiencedTheirEnduringIdeaHowtheyareDifferentiatedWhotheyServe2THECONSTANCYOFPURPOSE1.STRATEGY2.COMMUNICATIONS45“AlotofthingshavechangedandAppleistotallydifferent....Butvaluesandcorevalues,thosethingsshouldn'tchange.“ThethingsthatApplebelievedinatitscorearethesamethingsApplereallystandsfortoday.”671993-20152015-“Aconglomerate,bydefinition,isalargecorporationwithdiversifiedproductlines….Thetrickwithconglomeratesistomanagethosediversebusinessesinwaysthatcreatemeaningfulandrelevantscale.Today,thisalmostalwaysmeansdrawingonthemostdistinctive,mostsignificantcapabilitiesthatthecompanyhas—onthethingsitdoesparticularlywell.Thisglue,whatwecallcoherence,isoneoftheprimarydriversofsuccessfororganizations,regardlessofhowdiversetheymayseemtobe,anditmay,infact,makeallthedifferenceforaconglomerate’ssurvival.”HarvardBusinessReview,06-12-2012::Innovation10::Creativity121314”3.0RE-STRUCTURING4.017//////EMS//////UPS18DHLUBER////FEDEX//////://://mini.eastday.com/a/160512110351097-7.html19:20:DO+THINK2122:::UPSDHL:…e…232425“Peopledon’tbuywhatyoudo;theybuywhyyoudoit.Andwhatyoudosimplyproveswhatyoubelieve.”SIMONSINEK,STARTWITHWHY26zWHATHOWWHY“Wemakepersonalelectronicdevices”“Ourproductsarebeautifullydesignedandeasytouse”“Webelieveinchallengingthestatusquoanddoingthisdifferently”ThinkDifferentzWHATHOWWHYTHEENABLERS’ENABLER282930313268331:/.1:c95+3637TheirEnduringIdeaHowtheyareDifferentiatedHowtheyarePrimarilyExperiencedWhotheyServeIconic38TheirEnduringIdea:HowtheyareDifferentiated:CompetitionPerformanceInnocenceStorytellingExhilarationGermanengineeringHowtheyarePrimarilyExperienced:WhotheyServe:Nike’sadvertisingTheathleteinallofusSocialinteractionsOptimistsDesignofitsproductsThecontrarianThemeparkandmoviesThechildinallofusPerformancevehiclesTheadventuresomedriverHappinessinabottleproductThinkingdifferentlySteveJobs’ethos4748495051-52“”535455565758596063757677798081TheirEnduringIdeaHowtheyareDifferentiatedHowtheyarePrimarilyExperiencedWhotheyServeEmpathyWenevermissedEverysignoffPeoplewithexpectation82858687-Clickhere: