The Golden Circle: Creating Reason to Your Actions

Simon Sinek talks about a very interesting concept called the golden circle in his ted talk. Basically Sinek challenges entrepreneurs/ designers to think differently and asks why they are doing what they are doing.

Traditionally we are trained to look at products/ ideas from an external to internal mind process.

What > How> Why

Sinek believes that this process is an ineffective process to communicate an idea to someone. He gave an example regarding dell computers.

Dell creates personal computers > that are simple to use > want to buy one?
(what) (how) (why)

The idea behind this method for communication which is used by the majority of companies today basically says, what we do, how we do it different, and we expect some sort of behavior maybe in the form of a purchase from consumers. This thinking from the outside in is how most people think and in many cases it can successfully communicate a message. However is that message truly meaningful, does it strike a nerve; does it invoke a response or behavior? Sinek say no.

Instead Sinek believe that thinking from the inside out, having a belief that you express first then apply to the how and what creates a message that is much more effective in creating a behavior response.

For this idea he uses apple as an example

Everything we do we believe in thinking differently, challenge the status quota> the way we challenge the status quota is we make our products beautifully designed, user friendly, and simple to use > we just happen to make great computers want to buy one?

(Why) > (How)> (What)

By thinking this way you express your beliefs throughout your products and ideas, which show that your ideas have an overall meaning or goal. Apple wants to challenge the status quota and think differently, they achieve this through their product designs, which show their mission in a sense. Their products showcase this reason and create a behavioral response in consumers that is more meaningful than a message that is focused from the outside in.

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html