How Great Leaders Inspire Action

Wonder when you’d get the best results with your marketing strategies? Wonder no more – with a new insight by Simon Sinek called The Golden Circle, you are sure to inspire your consumers and persuade them to make the action you’ve been expecting from them.

But before we expand on the idea of The Golden Circle, here’s a brief background on Simon Sinek. One of the TED Talk speakers, Simon is also known as the author of the book “Start With Why” which was released in 2009. With his works, he has been convincing and motivating people to do what inspires them.

With that said, there is no doubt that this new insight from him will help you get the results you have been dreaming of from your marketing strategies.

The Golden Circle Concept

As its name implies, the concept known as the Golden Circle is made up of 3 circles. The innermost circle is labeled as the WHY, the inner circle as the HOW and the outer circle as the WHAT. These 3 circles represent the 3 things that every company or organisation have in order to exist.

The WHAT circle refers to a company’s objective – what they want to achieve, the HOW circle represents a company’s resources as well as processes that are necessary to achieve their objective, while the WHY circle refers to a company’s purpose – why they exist. Most people perceive profit as a company’s purpose and this is incorrect – it is a result not a purpose.

To further understand how the Golden Circle works, let’s use the same example Simon used in the TED video.

Apple has been around for many years but while it is just like any other computer company, they stand out. What makes them stand out? And what makes people trust them so much that they are willing to buy computers, HDTVs and even MP3 players from them?

The answer can be seen here – Apple, just like some well-known achievers in this world – Martin Luther King and the Wright Brothers, operate in contrast to how the majority of the world’s population operate.

Most people, leaders and companies usually give more importance to the WHAT aspect of their business. They tend to emphasize on their products, their objectives without even stating WHY they sell what they sell, build what they build or do what they do.

If Apple were to operate just like everybody else, a marketing message from them would sound like this:

We make great computers. They’re beautifully-designed, simple to use and user-friendly. Want to buy one?

This kind of marketing pitch is common but uninspiring. And most of the time with this kind of message, companies don’t receive the right response from their customers because they fail to inspire action.

Now, since Apple operates in contrast to the usual uninspiring way, their marketing message sounds like this:

Everything we do, we believe in challenging the status quo, we believe in thinking differently. The way we challenge the status quo is by making our products beautifully-designed, simple to use and user friendly. We just happen to make great computers, want to buy one?

By reversing the order of information and giving emphasis to WHY they do what they do, Apple inspires their customers and everyone else to make the right action based on their message.

This example proves that if you’re looking for amazing results from your marketing strategies, you have to let people understand WHY you do what you do because people who believe your cause will make it their own and do something about it.

So if you’re looking for the best way to inspire action from your customers and get best results, follow The Golden Circle concept.

In Simon’s words

the goal is not to do business with anybody who needs what you have. But to do business with people who believe what you believe. Because when you talk about what you believe, you will attract those that believe in what you believe and therefore, inspire action.”

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