A Potential Game Changer
I’m an evangelist for Simon Sinek and his book, Start With Why. I believe that as leaders develop new skills to apply his Golden Circle concept, they can be much more effective in winning the hearts of their followers. So as a developer of leaders, I’m compelled to spread the word.
If you’re not familiar with the book, Start With Why, I highly recommend investing 18 minutes to view this introductory video. If you do, all of the examples in this post will be more valuable.
Simon Sinek’s concept is:
People don’t buy, what you do. They buy why you do it.
He uses the Golden Circle to illustrate the concept of Inside-Out Communication. It illustrates how most communication begins with what we do, then how we it. And as an afterthought you might mention why you’re doing it. In doing so, you lose the opportunity to connect with your audience on an emotional level where 90% of decisions take place. While that’s nice to know, knowledge is useless unless it’s applied. If you believe in the concept, yet still struggle to apply the Golden Circle, I’m here to help.
How Do You Start With Why?
If you’re asking WHY should you put the Golden Circle to use, you haven’t watched Simon Sinek’s video. That’s a prerequisite.
If you’re tuned in, you’ll notice more national advertisers are starting with why. You now see TV commercials from BMW and Charles Schwab that start with “We believe…” This is not a fad. It’s been happening since 2011 when the book was published through today.
What’s Your "Why"?
Are you about to deliver an important message? Be it a speech, presentation, email or phone call, why not start with why.
- What is the belief that is driving your action?
- What outcomes are in play that make your message important?
- What is driving your passion?
- What’s your dream for the possibilities?
Shouldn’t that be your starting point?
Should You Also Close With Why?
The short answer: Why Not?!
One of my CEO coaching clients has discovered that the Golden Circle is a game changer when used in his role as an industry conference panelist and as a keynote speaker. He has discovered that when he reiterates their WHY in closing remarks, he sees nodding heads in the audience like never before. Amen!
The Golden Circle in Action
Who else is Starting with Why?
This section of the article has been dynamic since I published this in 2012. Unfortunately several video have disappeared from YouTube, including Lara Feltin’s original Biznik video that inspired this compilation. Her flattering comments to the post remain.
The good news is advertisers continue to utilize the power of inside-out communication. So we’re hearing more “We Believe” messages in both mass media small business advertising.
Watch and learn!
One of Simon’s Ted Talk benchmark companies: Apple applies their beliefs to a product intro.
In this example of embedded whys, they start with why “we believe in a better chicken”.
This Private School doesn’t have the large advertising budget as these others. They connect nonetheless.
One of America’s most powerful cult brands continues to reinforce their emotional connection with their evangelists.
Post Publishing Epilogue & Apology
It’s been challenging to maintain current video examples since this post published in 2012. Five different examples are now removed from YouTube. This includes the original inspiration from Lara at Biznik who unfortunately closed her small business networking site in 2014. If you find some that I should share, share with me by using the comment box below or the contact form. Because “We Believe” messages work with those who believe what you believe, I’ve been able to ad some fresh content from Coldwell Banker, Weebly and the iconic cult brand; Harley Davidson.