At Baxter Lawley Communications, we like to keep on top of innovative communication strategies and ideas. One such strategy that is making waves in the communication world is Simon Sinek’s ‘Golden Circle’, as famously described in his TED talk video. In this talk, he sets out his vision of why companies such as Apple have been able to achieve such extraordinary success, while others with the same resources have failed. The key to success, according to Sinek, is to employ effective and inspiring communication that ‘starts with why’.
His three-tier Golden Circle strategy suggests that companies and organisations should start by telling their audience about why they are engaging in their field of activity, and then going on to describe how and what they are doing, as this is the most emotionally impactful way of structuring communication. The three tiers are described below:
1. Why – This is the core belief of the business. It’s why the business exists.
2. How – This is how the business fulfills that core belief.
3. What – This is what the company does to fulfil that core belief.
Sinek contrasts a ‘what’ communication approach with a ‘why’ communication approach for Apple:
What communication: ‘We make great computers. They’re user friendly, beautifully designed, and easy to use. Want to buy one?’
Why communication: ‘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?’
See the difference? Think about which communication approach you and your business have. At Baxter Lawley Communications, we’d be happy to advise you on how to make your written communication as effective as possible.