Page 26 - Creating Value 2020
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CREATING VALUE
START WITH WHY: CREATING A But his opinion is that organizations would
VALUE PROPOSITION WITH THE do better to improve how they articulate
GOLDEN CIRCLE MODEL their 'Why', in addition to 'How'.
Leadership expert Simon Sinek is What
perhaps best known for the ‘Golden It's fairly easy for any individual, leader or
Circle’ model, explaining why some organisation to articulate 'What' they do.
people and organisations are more This can be expressed as the products a
able to inspire others and differentiate company sells or the services it offers.
themselves successfully.
For an individual, it would be their job
The neuroscience behind the Golden title. Sinek argues that 'What' messaging
Circle idea is that humans respond only engages with the neocortex - the part
best when messages communicate of our brain that's rational. His argument is
with those parts of their brain that that this part of the brain is less of a driver
control emotions, behaviour and of decision making than the limbic brain:
decision-making. the part that 'Why' and 'How' reaches
better.
Why
'Why' is probably the most important Successful people and organizations
message that an organisation or express why they do what they do rather
individual can communicate as this is than focusing on what they do.
what inspires others to action. 'Why' is
how you explain your purpose and
the reason you exist and behave as
you do.
Successfully articulating your 'Why' is
a very impactful way to communicate
with other humans, define your
particular value proposition and
inspire them to act.
Simon Sinek is best known as an influencer who
How designed and popularized the Golden Circle
The organization's 'How' factors might concept.
include their strengths or values that His fresh look on business activities have granted
they feel differentiate themselves from him great respect, which drove some very big names
the competition. to invite him to their meetings and discuss possible
ideas he would have for them.
Sinek's view is that 'How' messaging
is also able to communicate with the Some of those names are Microsoft, US Congress
limbic brain - the important part that members, and GE Silicones, for example.
governs behaviour and emotion.
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