By Maria Valentina Sansur
If you are pursuing a major in marketing you should definitely know the tricks of influence. However, this article is addressed to any future professional because being a good communicator is a ‘must have’ skill on any industry of interest.
I bet you have asked yourself, why are some companies more influential than others? Or what makes a person more inspiring than others? The Golden Circle, a theory by Simon Sinek, explains what motivates people. The theory is integrated by three components: WHAT, HOW and WHY.
- What – Every company knows what they produce or provide
- How – Most companies know what processes they use
- Why – Only few companies understand the purpose of their existence
Commonly, companies communicate from the outside to the inside of the circle since it is the most clear and coherent way. This said, they first introduce the product and then mention how it is done. Mistakenly, the majority of the companies completely forget about mentioning their purpose. Is this the most effective method of communication? No it is not! The most inspiring people and businesses have one thing in common: they consciously or unconsciously communicate from the inside of the circle towards the outside. By doing this, WHY becomes the reason of the action and WHAT converts into a justification that reaffirms the action taken:
“For great leaders, The Golden Circle is in balance. They are in pursuit of WHY, they hold themselves accountable to HOW they do it and WHAT they do serves as the tangible proof of what they believe.” – Simon Sinek
Sinek explains his theory using Apple as an example. Apple first makes you fall in love the mission of the company (WHY). Then, the company explains how they are designing new technological devices to achieve their goals of innovation (HOW). Finally, the client finds interest on the product and buys it (WHAT). Inspiring entities reverse they system, just as Apple does. Being a good communicator makes you a leader. People do not buy what you do, they buy why you do it. Marketing is about creating strong relationships with customers. Clients that trust, believe and connect with the company will make you invisible. Great marketers do not sell the product, they sell the company.
Want to learn more about this? Watch Sinek’s TED talk on: