the golden circle - nathalie virem · the golden circle...
TRANSCRIPT
The Golden Circle
Execu&ve Summary: The Golden Circle, Simon Sinek ELF, 2012
WHY? This is a great presenta&on by Simon Sinek about how some organiza&ons are able to achieve so much more than others with seemingly the same amount of resources. Why did no one buy Gateway’s PC’s or Dell’s MP3 players? The following presenta&on, which all marketers should watch over and over, explains why:
• Simon points out that Apple computers are more expensive than PCs and have less soRware available to use on them. So WHY do people buy them?
• Because they buy into Apple’s WHY. They buy into the Apple vision and will pay more for a computer that reflects their values. Simon says their products may not even be the best or first on the market, but they quickly emerge as the leader, because they are different and communicate different.
“The goal is not to do business with everybody who needs what you have, the goal is to do business with people who believe what you believe.”
The Golden Circle What Every organiza&on on the planet knows WHAT they do. These are products they sell or the services they offer.
The Golden Circle
How Some companies and organiza&ons know HOW they do what they do. The “differen&a&ng value proposi&on” or “proprietary process” or “USP,” these are the things that set us apart from our compe&&on; the things we think make us special or different from everyone else. These are the things that make them special or set them apart from their compe&&on.
What Every organiza&on on the planet knows WHAT they do. These are products they sell or the services they offer.
The Golden Circle
Why Very few organiza&ons know WHY they do what they do. WHY is not about making money. That’s a result. It’s a purpose, cause or belief. It’s the very reason your organiza&on exists.
What Every organiza&on on the planet knows WHAT they do. These are products they sell or the services they offer.
How Some companies and organiza&ons know HOW they do what they do. The “differen&a&ng value proposi&on” or “proprietary process” or “USP,” these are the things that set us apart from our compe&&on; the things we think make us special or different from everyone else. These are the things that make them special or set them apart from their compe&&on.
The Golden Circle We naturally communicate from the outside-‐in, we go from the clearest thing to the fuzziest thing. We tell people WHAT we do, we tell them
HOW we’re different or special and then we expect a behavior like a purchase, a vote or support.
The problem is that WHAT and HOW do not inspire acBon. Facts and figures make ra&onal sense, but we don’t make decisions purely based on facts and figures.
Star&ng with What is what commodi&es do.
StarBng with Why is what leaders do. Leaders inspire.
The Golden Circle Leaders and organiza&ons with the capacity to inspire think, act and communicate from the inside-‐out: They start with Why. When we communicate our purpose or cause first, we communicate in a way that drives decision-‐making and behavior. It literally taps the part of the brain that inspires behavior.
The Golden Circle + Human Brain None of this is opinion. It’s all grounded in the tenets of biology. If you look at a cross-‐sec&on of the human brain, what you see is that it is actually laid out in three major components that correlate perfectly with The Golden Circle.
Our newest brain, our Homo-‐sapiens brain, our neo-‐cortex, corresponds with the What level.
The middle two sec&ons make up our limbic brain. Our limbic brain is responsible for all of our feelings, like trust and loyalty. It’s also responsible for all human behavior, all decision-‐making, and it has no capacity for language.
The Golden Circle + The Cone typical issues the organizational layers deal with.
For the Golden Circle to work properly, you must have clarity of Why, discipline of How and consistency of What you do. The top is SPREADING THE MESSAGE! Example: Steve Jobs “Only when we dare to think different, we are truly able to build products that can change our lives.”
The most important insight is that “people don’t buy what you do, they buy why you do it”.
If Apple was like everyone else a marke&ng message might be: “We make great computers. They’re user friendly. Want to buy one?”
… Here’s how Apple actually communicates: “Everything we do, we believe in challenging the status quo, we believe in thinking differently. The way we challenge the status quo, start thinking from scratch, is by making our products beau&fully designed, simple to use, and pure inven&on: the future of the laptop. So this product makes changes to your life. Want to buy our new MacBook in purest form ever?”
To learn more about the concepts of
the Golden Circle:
Learn your Why at StartWithWhy.com/WhyU
Read Simon’s blog at StartWithWhy.com/Blog
Follow Simon on Twitter @simonsinek
Watch Simon’s TEDx talk at TED.com
Start With Why
Another resource that may help
Thank you for sharing the concept of Why and the Golden Circle with these slides. Ideas only make a difference when others are inspired to act on them.
In order to help you present these (and other) concepts in a way that inspires others, we’ve created the Speak to Inspire Ac&on guide. In it, Simon provides 11 &ps on how to present ideas in a way that can inspire others. Copy and paste the link below into your web browser to learn more about the Speak to Inspire AcBon Guide.
hhp://gum.co/oqYm Stay inspired!