Do you want to create a loyal customer base that loves your brand and products? Do you want to stand out from the competition and make a difference in the world? If so, you need to start with why.

What is the Golden Circle?

The Golden Circle is a concept developed by Simon Sinek, a leadership expert and author of the book Start with Why. He explains that most people and organizations communicate from the outside in, starting with what they do, then how they do it, and finally why they do it. But this is not very inspiring or effective.

Inspired leaders and organizations communicate from the inside out, starting with why they do what they do, then how they do it, and finally what they do. This is called the Golden Circle, and it looks like this:

Why does the Golden Circle work?

The Golden Circle works because it appeals to the part of the brain that controls decision making and behavior – the limbic system. The limbic system is responsible for our emotions, feelings, trust, loyalty, and gut instincts. It also has no capacity for language.

The outer layer of the brain – the neocortex – is responsible for our rational thinking, logic, analysis, and language. It can process facts and figures, but it does not drive behavior.

Most people and organizations communicate from the neocortex, focusing on what they do and how they do it. They try to convince customers with features, benefits, facts, and figures. But this does not inspire action or loyalty.

Inspired leaders and organizations communicate from the limbic system, focusing on why they do what they do. They share their purpose, cause, or belief – their reason for existing. This inspires customers to connect with them on an emotional level, to trust them, and to buy into their vision.

People don’t buy what you do, they buy why you do it.

The goal of marketing is not to sell to everyone who needs what you have, but to sell to those who believe what you believe. This is how you create loyal customers who will spread your message and become your advocates.

To apply the Golden Circle to your marketing, you need to follow these steps:

1. Define your why. What is your purpose, cause, or belief? Why does your organization exist? Why do you get out of bed in the morning? Why should anyone care?
2. Define your how. How do you fulfill your why? What are your values, principles, or methods? How do you differentiate yourself from others?
3. Define your what. What are the products or services that you offer? What are the tangible results or outcomes that you deliver?
4. Communicate your why first, then your how, then your what. Use stories, images, videos, testimonials, or any other medium that can convey your why in an emotional way. Make sure your why is consistent across all your channels and touchpoints.
5. Attract those who believe what you believe. Don’t try to convince everyone to buy from you. Instead, focus on finding and engaging those who share your vision and values. They will be more likely to trust you, buy from you, and tell others about you.

Examples of the Golden Circle in action

The Golden Circle is not a theory or a model. It is a way of thinking and communicating that has been proven by many successful leaders and organizations throughout history.

Here are some examples of how they used the Golden Circle to inspire their customers:

• Martin Luther King Jr. was able to inspire millions of people to join his movement for civil rights because he communicated his beliefs, not just his plans. He did not say “I have a plan”, he said “I have a dream”. He did not say “We need to change the laws”, he said “We hold these truths to be self-evident”. He did not say “Join me”, he said “I believe”. People followed him because they shared his beliefs.
• Apple is one of the most innovative and successful companies in the world because it communicates its why first, then its how, then its what. It does not say “We make great computers”, it says “We believe in challenging the status quo and thinking differently”. It does not say “We have a sleek design and user-friendly interface”, it says “We make products that are beautifully designed and easy to use”. It does not say “Buy our products”, it says “Think different”. People buy Apple products because they want to be part of its tribe.
• TOMS is a shoe company that has a social mission: for every pair of shoes sold, it gives a pair to a child in need. It does not say “We sell shoes”, it says “We believe in a better tomorrow”. It does not say “We have a buy-one-give-one model”, it says “We have a movement”. It does not say “Buy our shoes”, it says “Join us”. People buy TOMS shoes because they want to make a difference.

How Useful is the Golden Circle?

The Golden Circle is a powerful way to inspire your customers and create a loyal fan base. It helps you communicate your why – your purpose, cause, or belief – and connect with people on an emotional level. It helps you stand out from the competition and make a difference in the world.

However, the Golden Circle is not a perfect or a one-size-fits-all solution. It may have some limitations or drawbacks that you should be aware of. For example:

• The Golden Circle may not capture the importance of knowing who your customer is and what problem or need they have that you can solve. You should always start with understanding your customer and their pain points before defining your why, how, and what.
• The Golden Circle may not account for the complexity or diversity of different organizations and situations. You may need to adapt or modify your why, how, and what depending on the context, the market, and the customer segment you are targeting.
• The Golden Circle may not be enough to guarantee your success or sustainability. You still need to deliver value, quality, and innovation to your customers. You also need to be flexible and responsive to changes and challenges in your environment.

Therefore, while the Golden Circle is a useful tool and a framework for leadership and marketing, it should not be taken as a dogma or a formula. You should always test, validate, and refine your assumptions and hypotheses about your why, how, and what. You should also seek feedback from your customers and other stakeholders to ensure that you are aligned with their needs and expectations.

If you want to learn more about the Golden Circle, you can watch Simon Sinek’s TED talk here:
https://www.youtube.com/watch?v=qp0HIF3SfI4&ab_channel=TED

Or you can read his book Start with Why here:
https://amzn.to/3rG1GoR