Don’t tell me ‘what’ you do. Tell me ‘why’ you do it. I might believe in what you believe then.
Your answer for ‘why’ might inspire me. ‘What’ is another pitch adding to the daily noise I am exposed to.
Most of the search engines focussed on ‘what to do,’ while Google focussed on why do it (to organize all of the data in the world and make it accessible for everyone in a useful way).
I have a similar feeling around Amazon vs Flipkart or other e-commerce giants in India.
Side Note: As a leader don’t tell me what needs to be done, tell me why it has to be done and see the magic happen (assuming I am aligned to your why).