In my last post, I introduced Simon Sinek’s book Start With Why to talk about good PR. I like Sinek’s book not because he has a revolutionary concept, but because his model packs in a lot of great information in a way that is concise and easy to follow.
It makes perfect sense that Sinek would think up a concise way of viewing marketing and branding activities: he is a marketer. Start With Why grew out of his career at his own agency, Sinek Partners, that he founded in 2002. According to his TED profile, he lost passion for his work, and in the process of re-examining things discovered his Golden Circle model. This has reinvigorated Sinek, who now advises multiple organizations and has a whole website and curriculum built on his book. Sinek is, at his heart, a very smart marketer.
His model, called “The Golden Circle,” has three parts:
The three parts act as three rings, giving the circle the look of a bull’s-eye. The innermost ring is Why, the middle ring is How, and the outermost ring is What. Sinek posits that most brands and people communicate from the outside-in, telling us What they do, then How they do it, then maybe Why they do it. As he demonstrates, this way of communicating and acting can lay out plenty of details, but it doesn’t necessarily connect with people. Sinek says it best: “People don’t buy What you do, they buy Why you do it.”
To better connect with people, we should try communicating from the inside-out: Why, then How, then What. When we communicate like this, we find that our Why begins with the broad strokes (Apple: We believe in thinking differently. We believe in challenging the Status Quo.), then our Hows apply them to the real world (Apple: We build products that are beautifully designed, simple to use, and user-friendly.). After the Hows, we can easily rattle off our Whats (Apple: We build computers. And iPhones. And iPods. And iPads. And…).
A key takeaway from this model, especially when using Apple to illustrate it, is that if we establish a wholehearted trust in our Why and our Hows, our Whats could be almost anything. Apple doesn’t currently make a refrigerator, but if they did I assure you people would buy it. Why? Because they know a fridge made by Apple would be different. It would have great design that would make sense for your lifestyle. In fact, the design would probably be so great that it would change the way you interact with the appliance. Now that is a strong brand image.
This is also what I meant yesterday when I wrote that people will “fill in the blanks” with things congruent to their perception of the brand. I have no clue about Apple’s ability to design and build a decent fridge, but here I am, raving about how this fictional appliance would have mind-blowing design quality. In fact, if I try hard enough, I could even begin to think about what I would expect that fridge to look like. That’s because my perception, or the reality I have constructed around Apple, is based on the qualities they emphasize. It’s based on their Why.
When we openly plant our brand’s roots in our Why and base our activities on it, we have the ability to create a powerful brand image.