Remember that time when we were just kids and use to ask “why” for whatever our parents say, that is us wanting to know the purpose.
Most of the time, we tend to focus on the end results and commit ourselves to it, however; children play an opposite role which is curiosity and continues use of the word “why”! and they tend to not perform a task unless they know the reason and purpose behind it.
Taking the children curiosity into the business world, and give it a name of “Golden Circle” which is considered vital for any business success. It always reminds leaders to start with “Why” which means the purpose of existence, followed by “How” which is the means and mechanism of reaching the purpose and finally “What” which means results.
Apple is one of the successful company that incorporates the Golden Circle into their business model. Their strong marketing message is:
“With everything we do, we aim to challenge the status quo. We aim to think differently. Our products are user friendly, beautifully designed, and easy to use. We just happen to make great computers. Want to buy one?”
It is key for marketers to use the Golden Circle to enable them to establish value proposition for the business. The following are three important steps to be unique:
- Think of “Why”….
First of all, think about the core purpose of the business and the reason of existence.
2. Use of “Why”….
After identifying the “why” and the purpose of the business, use it in your key messages such as, emails, blogs, website, etc.
3. Know your customers….
It is essential to know your customers personas so, you can ensure the alignment of your messages with their core values. Remember: people don’t buy what you do, they buy why you do it.
For further resources on the golden circle: