The Golden Circle
Photo by Miguel Á. Padriñán from Pexels
In my blog from a few weeks ago, I discussed Simon Sinek’s seminal TED talk How Great Leaders Inspire Action, which focuses on the importance of starting with why. In today’s blog, I will delve into Sinek’s idea of the Golden Circle.
The Golden Circle consists of three sections, the how, the why and the what.
Understanding how The Golden Circle is aligned with the human brain will allow you to harness your why and how to build a client and customer base that is as invested in your vision as you are.
The Golden Circle- WHY, HOW and WHAT?
Sinek and his team use a model called The Golden Circle to explain how legendary leaders like Steve Jobs, Martin Luther King Jr., and the Wright brothers were able to inspire, rather than manipulate.
At the core of the Golden Circle Model is the organisational or personal why. It is the driving force behind the critical decisions we make in life, personally and professionally. Surprisingly, very few people (and organisations) can clearly articulate why they do what they do. Why is all about purpose. Why does your organisation exist, and why should anyone care?
The next layer in The Golden Circle is the how. This is your company’s differentiating value proposition or a unique selling proposition; it is what sets you apart from your competitors.
The outer, and final layer of The Golden Circle is the what. The what is, quite simply, the products and/or services your company offers. While every organisation on the planet knows their what, very few know their how and even fewer understand their why.
The Golden Circle and Human Biology
One of the most intriguing things about The Golden Circle model is that it is not merely an opinion-based model; it is, in fact, aligned with human biology.
It is human nature to want to belong. And this desire, states Sinek, drives us to pursue like-minded individuals that share a similar why.
If we examine The Golden Circle from the point of the human brain, is actually matches the way our brains operate.
Our what aligns with the neocortex which is responsible for all our rational, analytical thought and language acquisition, which is the reason it is the most accessible layer of the circle to define.
The why and how correlate to our limbic brain- the section of our brain that is responsible for our feelings, like trust and loyalty. Why does this matter? Because when organisations start with why, they are tapping into their employees, clients and customers feelings of belonging.
On an internal level, this means they can recruit people who align with their organisational values. It allows businesses to work solely with people and projects that harmonise with their vision and values.
On an external level, it equates to products and services evolving from mere things to concepts imbued with a sense of meaning, belonging, and tribe affiliation with other customers who buy the same products.
This is why Apple continues to be so successful to this day, being the first US company to hit the 2 trillion dollars in market value this week. Apple has always led with their why in their communications with the consumer and in doing so have built a fiercely loyal customer base.
At Infinity HR, we partner with SMEs to help them find their why and harness it for organisational harmony and long-term success. Contact Iolanda today on 0400 489 743 or email iolanda@infinityhr.com.au to learn more.