How is it that Apple has been able to remain innovative, while consistently overshadowing its competitors? Is it because they are putting more money into marketing than their competitors? Is it because they have access to unattainable tech gurus? No, it’s not. The answer to this question, despite what most people may think, is actually quite simple and leadership expert Simon Sinek describes it as The Golden Circle.
What is the Golden Circle?
When it comes to explaining why brands like Apple continue to outshine others, it all comes down to the way they think, act and communication. According to Sinek’s Ted Talk, ‘How Great Leaders Inspire Action’, the golden circle’s is comprised of why a company does what it does, how it does what it does and what it does.
Most businesses market and communicate their brand in this order: what –> how –> why
Powerful, inspiring businesses market their brand in this order: why –> how –> what
The Golden Circle in Action
Now, let’s see how we’d apply this powerful communication model to a business or brand. For instance, if a hospital were to film a 15 second commercial for their newly renovated maternity unit. Remembering the order mentioned above, here’s how the script of that commercial would sound like:
“Everything we do, we believe in being outstandingly different. We believe in caring like family. We are unique because our newly renovated private rooms offer high quality comfort, our board-certified gynecologists use state-of-the-art equipment and our support teams provide unmatched, compassionate care. We also happen to bring new, beautiful lives into this world.”
Take a few seconds (or 30 if you want your view to count) to watch Simon Sinek dive deeper into his powerful model…
Great businesses all begin by first telling the world why they do what they do, or what their true purpose or cause is. Then, they touch on how they achieve this vision by explaining how they do it. The last part of their marketing message is what they do, what their product is or what service they’re selling. By reversing the order of this message, you will join the inner circle of marketing because as Sinek so eloquently states, “people don’t buy what you do, they buy why you do it.” As marketers, it’s essential for us to understand how this pattern will ultimately change the way our brand is viewed.