I’ve been a study of successful entities for much of my life and often looked “under the hood” to understand which corporate cultures succeed, and which do not, in the mission they set out to accomplish.
When you look at the three questions above, this is the epitomy of how Apple works. They start from the WHY they exist, move to the HOW they will create new services or products that will attract and retain their customers, and then end up with the WHAT, being the end result product or service.
Too many companies believe it is their product which distinguishes them, when in fact it is the very purpose of their existence from which their distinction begins. It does not mean that many companies can’t share a WHY. It simply means that from the WHY comes the rest, not the other way around.
There are great products out there that have been created without this process. Yet how many great companies exist without it? So if your company is challenged in defining its mission or determining where to go next, take a step back and remember why you exist, then work on how you will work towards maximizing the benefits to your stakeholders when viewed through the lens of that mission, and once you’ve done that…watch those WHATs roll off the design process like there’s no tomorrow…
Well either that, or just get lucky… 
Sass
PS. As things develop at Sunlogics, you can expect this solar blog to become more and more populated with some of the WHATs we will create..and that will help you understand the WHY we exist…as for the HOW…well that’s a state secret…