Yesterday, one of our clients at Essential Baking Company forwarded a link from a 2009 presentation given by Simon Sinek, author of “Start With Why: How Great Leaders Inspire Everyone To Take Action.” Sinek coined the term “Golden Circle” describing the importance of communicating messages which underscore the ‘why’ you do what you do rather than the ‘what’ or ‘how’.
This message resonates with all of us at Stanton & Everybody. We work with our clients to help them get to the bottom of who they are, what they do, and WHY IT MATTERS. It is our belief that when you strive to establish the critical emotional link to your consumer (the why) – rather than focusing on the rational link (the what and how), you create trial, build loyalty and develop brand advocates.
Sinek suggests that brands make the grave error of building messages in the reverse direction – focusing on the what and the how. For instance, he provides two examples of marketing and communication messages that work in reverse directions. ‘We make great computers that are beautifully designed and simple to use’ versus ‘In everything we do, we believe challenging the status quo, we believe in thinking differently. We do this by making great computers that are beautifully designed and simple to use.’ The second example was taken from the Apple brand strategy. Apple has eclipsed almost every competitor in every way.
It is Sinek’s contention that as a result of individuals’ and corporations’ ability to zero in on the crucial ‘why’, they go on to be great leaders. Watch the links to see how Martin Luther King and the Wright Brothers did exactly that.