What Are We About?
I’ve thought long and hard about what Capital Good Fund is really about. Yes, we provide financial services to low-income families and we often say that we are about financial empowerment. But that’s about as imaginative as saying that Apple is about selling software and hardware. No, if you really want to explain why Apple is the most profitable company in the world, you have to understand that, in essence, they are in the business of delivering a magical experience to its customers.
Does that sound hyperbolic? Like I’m just another Apple fanboy? Maybe, but have you ever looked at the eyes of a child the first time she picks up an iPad and starts playing with it? Have you ever considered why so many people spend so much money just to have a beautiful and functional object they can keep in their pocket or their backpack, even though there are equally good and cheaper alternatives out there? Of course it’s because of advertising and consumerism—of course, but that’s missing the point. And actually, irrespective of your opinion of the company and its products, the main point still remains: what Apple, or any other enterprise, produces and sells is not necessarily the same thing as what it’s about. As Simon Sinek puts it, people don’t buy what you do, they buy why you do it.