Start With Why

a Tag Heuer watch designed "especially for the golfer":
http://www.tagheuer.com/ the-collection/specialists/golf-watch/index.lbl.
24
Nike's "I wanna be like Mike" campaign:
"The Allure of Gatorade,"
 CNN Money, 
November 22,2000, http://money.cnn.com/2000/ll/21/deals/gatorade/. 
25
"In a major innovation in design and engineering":
"Introducing the Motorola 
RAZR 
V3,
,
'http://www.motorola.com/mediacenter/news/detail.jsp?globalObj 
ectld=4485_3818_23. 
26
Less than four years later, Zander was forced out
"Motorola's Zander out after 4 
rocky years," MSNBC, November 30, 2007, http://www.msnbc.msn.com/ 
id/22040026/. 
27
Colgate offers a link on their Web site:
28
http://www.colgate.com/app/Colgate/US/ 
OC/Products/Toothpastes/Name.cvsp. 
29

Samsung, the electronics giant
"Samsung's American Unit Settles Rebate Case,"

---

258 
New York Times,
October 21, 2004, http://query.nytimes.com/gst/fullpagifc 
.html?res=9B01E3DD113AF932A15753ClA9629C8B63.
33

Rather, Whybrow says, it's the way that corporate America has developed
: Peter C. 
Whybrow,
 American Mania: When More Is Not Enough.
New York: W. W. Norton 
& Company, 2005.
 
Chapter 3: The Golden Circle
37
the golden ratio—a simple mathematical relationship
: Wolfram Mathworld, "Golden 
Ratio," 
http://mathworld.wolfram.com/GoldenRatio.html. 
Also 
http://goldennumber.net/. 
38
John F. Kennedy's challenge to put a man on the moon
: "The Decision to Go the 
Moon: President John F. Kennedy's May 25,1961 Speech before a Joint Session 
of Congress," NASA History Office, http://history.nasa.gov/moondec.html. 
44

"1,000 songs in your pocket
"Apple Presents iPod," http://www.apple.com/pr/ 
library/2001/ oct/23ipod.html.
44

The multigigabyte portable hard drive music player was actually invented by Creative 
Technology Ltd.:
"The Nomad Jukebox Holds a Hefty Store of Music,"
 New York 
Times,
June 1, 2000, http://www.nytimes.com/2000/06/01/technology/ 
news-watch-the-nomad-jukebox-holds-a-hefty-store-of-music.html?scp= 
1 
&sq=creative+nomad&st=nyt.
46 
 Apple even changed its legal name in 2007:
"Apple Debuts iPhone, TV Device, 
Drops 'Computer' From Name," Foxnews.com, January 11, 2007, http://www 
.foxnews.com/story/0,2933,242483,OO.html.
Chapter 4: This Is Not Opinion, This Is Biology
52

Now, the Star-Belly Sneetches:
Dr. Seuss,
The Sneetches and Other Stories.
New 
York: Random House, 1961.
 
54

U2 and Apple belong together:
"Apple Introduces the U2 iPod," http://www 
.apple.com/pr/library/2004/oct/26u2ipod.html.
54
"J'm
 a Mac and I'm a
PC": "Get a Mac," http://www.apple.com/getamac/ads/.
57

Richard Restak, a well-known neuroscientist.
Richard Restak, MD,
 The Naked Brain: 
How the Emerging Neurosociety Is Changing How We Live, Work and Love.
New 
York: Harmony, 2006.
 
Chapter 5: Clarity, Discipline and Consistency
70

to take what Pacific Southwest was doing in California:
"PSA: Catch Our Smile; The 
Story of Pacific Southwest Airlines," http://catchoursmile.com/.
70