One Saturday morning, a Saturday just like all other Saturdays, two boys were sent out by their respective fathers to sell apples in the market.  And, like all other Saturdays, both of the fathers gave their boys the exact same instruction, "I want you to go to the market today, my son, and sell as many apples as you can. The apples you sell today," the fathers explained, "will provide for the family for the whole week." And, like all other Saturdays, the boys looked up at their fathers and said, "I will not let you down, papa."

Both of these boys stood on the same street, the same street they both stood on like all other the other Saturdays, and sold their apples.  Both offered the juiciest, ripest apples at the exact same price. And, like all other Saturdays, both boys sold about one third of the apples on their carts, just enough money to provide for their respective families for the coming week.

But this Saturday would not be like all other Saturdays. On this Saturday, one boy looked over to the other and said, "every Saturday we come to market to sell our apples.  And, like all other Saturdays, we both sell about one third of our ripe, juicy apples. Perhaps we should try something different today - why don't we take our carts to a different street.

The other boy looked over and replied, "I promised my father I would not let him down and if I take my cart across the cobble stones in search of a better street, which we may or may not find, apples will fall off my cart.  I do not want to risk losing any of my apples.  I am going to stay here."

He was right, there was a risk that the apples would fall off the cart - apples which he could not then sell. The first boy thought for a moment.  He looked at his cart, then he looked at the cobbled street, then he looked to the other boy and said, "I am going."  And unlike all other Saturdays, he went off in search of a different street.

That evening, the two boys joined paths on the walk home.  The boy who stayed put for fear of losing some of his apples looked over to his friend and said, "I had a good day today, like all other Saturdays, I sold about one third of my apples, enough to provide for my family until next week."

The other boy reported on his day, "I spent some time looking for a busier street. My cart bounced around on the cobble stones and a few of my apples fell off the cart. But I did find a busier street and then I sold all the rest of my apples and made enough money to provide for my family for the next three weeks. Next Saturday, "he went on, "will not be like all the other Saturdays.  Next Saturday I am going to risk losing some apples again."

How are you building your business? Are you willing to upset the apple cart?

Sinek is leading a movement to inspire people to do the things that inspire them. He writes, consults and speaks all over the world about the power of Why - the purpose, cause or belief that drives every one of us. Sinek has just published his first book, Start With Why: How Great Leaders Inspire Everyone to Take Action.