I recently finished reading (listening to) Simon Sinek’s book Start With Why. If you’re not familiar with it – or him – Simon has one of the most watched TED Talks, in which he describes “The Golden Circle”. The Golden Circle is three concentric circles: “What” – the outer circle, “How” – the middle circle, and “Why” – the inner circle.
He describes them as follows:
- WHAT: Every organization on the planet knows WHAT they do. These are the products they sell or the services they offer.
- HOW: Some organizations know HOW they do it. These are the things that make them special or set them apart from their competition.
- WHY: Very few organizations know WHY they do what they do. WHY is not about making money – that’s a result. WHY is a purpose, cause, or belief. It’s the very reason your organization exists.
While our HOW is what sets us apart, our customers very often can’t see those differences. Many of the differences are intangible, so it’s not something that can be seen; rather, it’s often felt. How does it feel to do business with you? Read More