"starting with why" - principles of the golden circle

LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

“STARTING WITH WHY” & ENGAGING OUR CLIENTS BASED ON PRINCIPLES CREATED BY: SIMON SINEK PRESENTED BY: BRYANT WALKER1

LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE2

POINTS WE’LL DISCUSS

• “STARTING WITH WHY”

• TRUST IN WHY

• APPLYING TO OUR DAY-TO-DAY

• YOUTUBE LINKS


INTRODUCTION:THE GOLDEN CIRCLE


THE GOLDEN CIRCLE: AN INTRODUCTION

Most businesses, by default, operate on a foundationof “what” — based on a need to offer services or products in exchange for currency — building up their business from ground up, so to speak.

“WHAT WE DO OR SELL”

EVERYTHINGELSE

“HOW AND WHY WE DO OR SELL”



SIMONSINEKCreator of the “Golden Circle”

The Golden Circle offers an interesting perspective as to how we operate as businesses, professionals, and yes, individuals too.



What

As stated in the first slide, most businesses operate from a “what” perspective, relying on what you offer as the means and purpose for operation — or to go deeper, reason to exist.



How

In the Golden Circle, “How” you do what you do doesn’t change positioning regardless of which direction you work from, however its meaning is often sharpened when starting

with “Why”.



WHY

By starting with, or focusing

on “Why”, we are leading with purpose and passion for the actions we take, the moves we make.

By nature, this gives what you do, true meaning.


WHY IS HOW WE ARE PERCEIVED.


START WITH WHY


LESSONS IN BUSINESS NETWORKING

A few years ago, the meaning of “Starting with Why” became important through various B2B networking events, wherein most professionals are there to sell you something.

There’s a built-in “What” before “Why”. For most, it’s purely transactional engagements: “Hi, I’m Bob and I do _____, what do you do?”

The Lesson: There’s no means to build a meaningful connection in that form of interaction.


START WITH WHY


The Golden CircleWHAT

Every organization on the planet knows WHAT they do. These are products they sell or the services

THE GOLDEN CIRCLE


WHATEvery organization on the planet knows WHAT they do. These are products they sell or the services

HOWSome organizations know HOW they do it. These are the things

that make them special or set them apart from their competition.

The Golden CircleTHE GOLDEN CIRCLE


The Golden CircleWHAT

Every organization on the planet knows WHAT they do. These are products they sell or the services

HOWSome organizations know HOW they do it. These are the things

that make them special or set them apart from their competition.

WHYVery 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.

THE GOLDEN CIRCLE


THE GOLDEN CIRCLE: THE WHY INSPIRESThe Golden Circle

How most organizations market & communicate:

What: “Here is our law firm.”

How: “We have the industry’s most intelligent lawyers, who graduated from the world’s top schools. Have you seen our client list? Only from the Fortune 500! And, check out our offices – they are absolutely pristine.”

Behavior: “Come do business with our law firm!”


THE GOLDEN CIRCLE: THE WHY INSPIRES

“The problem is that What and How do not inspire action. Facts and figures make rational sense, but people do not make decisions purely based on facts and figures. Starting with What is what commodities do. Starting with Why is what leaders do. Leaders inspire.”


THE GOLDEN CIRCLE: THE WHY INSPIRESThe Inverse

Why: “We believe in servicing the needs of others so that they can focus on the difference they need to make.“

How: “We do so by bringing on some of the most intelligent legal professionals who graduated from the world’s top schools. We work with top performing organizations, most of which are on the Fortune 500 list, so that we can help them make a larger difference in the world. And, we like to go above and beyond, so we have built pristine offices.”

What: “We are a world-class law firm. Come see for yourself.”

The Golden Circle


AS IT APPLIES TO APPLE

Apple is well know for it’s role in creativity and it’s wonderful campaign messaging which famously charged its audiences with the task of thinking differently.

Had their methodology been different, their messaging may not have resonated as well over the years.



"We make great computers. They're user friendly, beautifully designed, and easy to use. Want to buy one?"



We instead want to know why they are great and user friendly. Turns out Apple has figured this out over the years and knows better. Here's what a real marketing message from Apple might actually look like…



"With everything we do, we aim to challenge the status quo. We aim to think differently. Our products are user friendly, beautifully designed, and easy to use. We just happen to make great computers. Want to buy one?"


GREAT EXAMPLES OF COMPANIES THAT (MUST) START WITH WHY.


This brands, for example, lead with the culture or feeling associated with their brand, whether it be inherent in their culture or how they want you to feel by being a part of it. They happen to offer products and services similar to (or equal) their competitors, but they win because they start the conversation with why.


BUILDING TRUST


BUILDING TRUST

So, what’s the connection?

There is a strong, inherent correlation between why and building trust through communication and interpersonal relationships.

Let’s take a look at trust as a feeling.


BUILDING TRUST

Let’s say you’re renting a car.

You’ve picked a particular model to drive for a weekend getaway, a business trip, or perhaps your car is in the shop.

In any case, you’re about to get behind the wheel of a machine you have never driven before. Do you trust the car immediately upon starting it up?


You’re driving on new roads.

You’ve rented a Mustang, with (let’s say) more horsepower than what you’re used to.Moreover, the mirrors are positioned differently and the blind spot over your right shoulder is a little larger than you’re accustomed to.

How do you trust the vehicle you’re driving for the first time?


Not likely.

After hours of driving, behind the same wheel, on the same streets, comfort and trust build organically.


It’s the same for the skills we all bring to the table in our day-to-day tasks. Hours, days, months in, brings expert-level support to our clients through

meaningful control of the wheel.


As mentioned, this sense of trust is built in to our cognitive processes — we feel it.

So, what’s the connection to trust and understanding why?


The Golden Circle + Human Brain

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FIRST WHY. THEN TRUST.

A cross-section of the human brain shows that its layout perfectly correlates with the three major components of The Golden Circle.



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The outside of the brain is the Neocortex, which

corresponds with the What level of The Golden Circle.

The Neocortex is the newest brain or Homo sapien brain. It is responsible for all rational and analytical thought and language.



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The reason why working

from a why-based approach has an organic, humanizing response is its direct-connection to our biological makeup — the core of our being.



By working first from why, we are able to immediately build trust with those we work with, and build relationships with.

It breathes through the work we produce and the evidence of trust is clearly embedded when why is at the core.


VIDEO LINKS FOR MORE LEARNING.

https://www.youtube.com/watch?v=MNSAolUgFYQ&t=402s

https://www.youtube.com/watch?v=llKvV8_T95M&t=1s

https://www.youtube.com/watch?v=sjxNTcsquG8

“Start With Why”

“If You Don’t Understand People, You Don’t Understand Business”

Creative Mornings SD“Transparency”

https://www.youtube.com/watch?v=MNSAolUgFYQ&t=402s

https://www.youtube.com/watch?v=llKvV8_T95M&t=1s

https://www.youtube.com/watch?v=sjxNTcsquG8


WHY, THANK YOU

"starting with why" - principles of the golden circle

Leadership & Management