People buy your product becasuse of why you do things, not because of what you do...

http://www.youtube.com/watch?v=u4ZoJKF_VuA

Why > How > What
eg Apple.
Challege the status quo > use the latest information technology > Best MP3, laptops...

not

What > How > Why
eg Dell failed to move beyond computers
Best value for money Computers > Best distribution/ route to market > Best value for money...