THE GOLDEN CIRCLE - 3 QUESTIONS

The Golden Circle: Why Successful Brands Stand Out

Simon Sinek’s Golden Circle serves as an illuminating starting point for understanding why certain brands outshine others in terms of innovation and creativity. Although his TED Talk made waves back in 2009, its relevance persists today.

So, what exactly is the Golden Circle? Let’s break it down:

1. The Concept:

   • The Golden Circle challenges conventional thinking. It reveals that the most successful brands approach things differently from the majority.

   • Simon Sinek brilliantly codified this theory, naming it after the mathematical Golden Ratio—a formula with widespread applications, predictability, and repeatable results.

2. The Sketch:

   • Imagine a circle divided into three concentric rings, each labeled:

     • Why: The core purpose—the driving force behind your brand.

     • How: The methodology—the unique approach or process.

     • What: The tangible output—the products, services, or offerings.

3. The Questions:

   • Reflect on these three fundamental questions:

     • What do you do?

     • How do you do it?

     • Why do you do it?

4. The Challenge:

   • While many can articulate the “what” and “how,” the “why” often proves elusive.

   • Consider: Why does your company exist? And why should anyone care?
     

Understanding your brand’s “why” is the key to creating a lasting impact—one that resonates with your audience.

Most companies communicate from the outside in, starting with the what and ending with the why. However, the most successful companies communicate from the inside out, starting with the why and ending with the what. By doing so, they appeal to the emotional part of the brain that influences decision making and behavior. They also create a sense of belonging and trust among their customers and employees, who share their beliefs and values.