“All organizations start with WHY, but only the great ones keep their WHY clear year after year.”
What makes successful people apart from aspiring companies? The reason why people will believe in your purpose is when your purpose will hit at their limbic brain that generates a controlled behavior and decision making that results in gut feeling and loyalty towards the brand. The Golden Circle is an innovative concept that challenges the status quo at its core for identifying the purpose for which your business stands. This concept mainly focuses on how the current leaders win the trust of their customers and bring changes to the world through the way they think, act, and communicate.
The concept helps us truly differentiate a brand from other competitors when most of the brands fail to do so. This theory focuses on how the business can stand out from the businesses similar to their business by the way they communicate. The neuroscience behind the Golden Circle idea is that humans respond best when messages communicate with those parts of their brain that control emotions, behavior, and decision-making.
This theory bases on the main three aspects of:
Why you are doing it
How you are doing it
What you are doing?
It also inspires how most of the organization misinterpret the chronology and fails to convey the purpose of their business. It explains how, sometimes you can give somebody all the facts and figures, and they say, “I know what all the facts and details say, but it just doesn’t feel right.” Because the part of the brain that controls decision-making doesn’t control language. And the best we can muster up is, “I don’t know. It just doesn’t feel right.” The Golden Circle helps you understand that people do not buy what you do, they buy why you do it.
Why
The reason ‘Why’ is probably the most important message that an organization must communicate in order to inspire other’s actions. ‘Why’ represents the purpose for which an organization exists and operates to bring the change to the course of the world. The Golden Circle describes through successfully communicating the passion behind the ‘Why’ is a way to communicate with the listener’s limbic brain, which processes feelings such as trust and loyalty as well as decision-making. Successfully articulating your purpose is such an impactful method to communicate with others. By defining the values your aim to provide inspire them to act. At an organizational level, communicating your ‘Why’ is the basis of a strong value proposition that will differentiate your brand from others and make you gain success.
How
The organization’s ‘How’ factors might include their strengths or values. ‘How?’ represents the strategies, the ideas that will help your organization in providing your ‘Why’ to the customers. You can not accomplish a goal without planning likewise, you can now achieve the purpose without a thoughtful course of action. In our opinion organizations can be able to perform in a better manner if the planning is in synergy with their purpose.
What
It’s extremely easy for any leader or organization to articulate ‘What’ they do if they have correctly articulated their ‘Why?’ & ‘How?’. ‘What’ can be expressed as the products a company sells or the services it offers. We believe that successful people and organizations express why they do what they do rather than focusing on what they do. The majority of the audience will not buy your products unless someone has tried it first or has reviewed the products. This is why we, suggest that by accurately conveying the values that you are providing, you can convert these buyers into early adopters of your product and bring you acceptance. An unusual way of representing what you’re selling can leave your buyer excited to try your product which will help your organization in gradually turn those buyers into your long-term customers.
The Golden Circle theory can help in making your brand outperform your competition in a similar industry. The Golden Circle is a logical way of thinking that questions the prestige of your brand. It encourages you to review your relations with customers and employees and uplift their dedication and loyalty towards your brand.
The referential guide took from Simon Sinek and compiling them together for critical thinking regarding your business and a better understanding of your audience.