It’s not the most complicated image to dissect. What, how and why are words deeply embedded in your daily lexicon. The Golden Circle is meant to demonstrate the manner in which you should communicate in your marketing. From the inside out. We tend to go in the other direction.
To gain the best understanding of The Golden Circle you should review Simon Sinek’s TED presentation.
Hi, I’m Jim and I sell advertising for the local newspaper. You can buy an advertisement that is full page, half page or by the column inch. Let’s figure out what you want to put in the ad and if we get it in by this afternoon, you will meet the deadline for Friday’s paper.
Here’s WHAT Jim does and HOW he does it. With all due respect…it sounds pretty boring.
This is how selling has droned on for decades. The problem is that he has said nothing about why his paper is unique, or why it exists in the first place. He will haggle with prospects over price, stress over meeting deadlines and commoditize because it’s the only way he knows how to sell.
These days the buyer knows as much if not more than the seller. The goal posts have been moved. Commodities be damned.
Sinek’s Golden Circle is for today’s marketer and seller who understand the paradigm shift. Buyers want more than price and product. They want to feel as though they are investing in an entity with purpose.
Take a look at companies like Apple, Southwest Airlines and Whole Foods Markets. They are on the leading edge of the Start with Why movement.
Whether you are a business, non – profit or marketing yourself to advance your career, the world wants to know why you do what you do. Jim the newspaper ad guy is on every street corner. Dare to change the way people see you. The story of your WHY will resonate, differentiate and attract the customers who believe what you believe.
Inspired by WHY 
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