How great leaders inspire action

Simon sinek presents a simple but powerfull model for how leaders inspire action, starting with a
golden circle and the question “why?” His example include Apple, martin luther king, and the
wright brothers and as a counterpoint tivo, which ( until resent court victory that tripled its stock
price) appeared to be struggling.
The TED talks channel features the best talks and performance from the TED conference, where
the wolds leading thinkers and doers give the talk of their lives in 18 minutes, look for talks on
technolog, intertainment and design plus science , business , global issue the arts and more.
Simon Sinek explains how to use the Golden Circle model to truly differentiate your
brand's value proposition when most fail
Leadership expert Simon Sinek is perhaps best known for giving one of the most popular TED
talks of all time, which you can view at the end of this post. The Golden Circle theory explains
how leaders can inspire cooperation, trust and change in a business based on his research into
how the most successful organizations think, act and communicate if they start with why.

I think that marketers will find the most value in his Golden Circle model, which helps give
focus to how a business can stand out from similar competitors by communicating its
differences.

I was prompted to check it out after a workshop when discussing the importance of developing a
strong digital value proposition as part of a digital marketing strategy a few years ago. One of the
attendees working in B2B healthcare explained how they had used it with their agency to
develop a more distinctive proposition for their brand amongst similar service.
 

Simon Sinek explains using the golden circle theory to truly differentiate your
value proposition

1
Sinek's Golden Circle model is an attempt to explain why some people and organizations are
particularly able to inspire others and differentiate themselves successfully. The neuroscience
behind the Golden Circle theory is that humans respond best when messages communicate with
those parts of their brain that control emotions, behavior, and decision-making.

Start with why to truly align your strategy with your goals
Clearly, without a strong customer-centric digital marketing strategy, you will struggle to attract
the right customers and increase leads and sales.

That's why we recommend using our Opportunity > Strategy > Action approach to structure your
marketing strategy. By starting with identifying the opportunities for your business you can set
strategies that directly support your goals.

Communicate your 'why' to your customers

Sinek explains that 'Why' is probably the most important message that an organization or
individual can communicate as this is what inspires others to action. 'Start With Why' is how you
explain your purpose and the reason you exist and behave as you do. Sinek's theory is that
successfully communicating the passion behind the 'Why' is a way to communicate with the
listener's limbic brain. This is the part of our anatomy that processes feelings such as trust and
loyalty - as well as decision-making.

How
The organization's 'How' factors might include their strengths or values that they feel
differentiate themselves from the competition. Sinek's view is that 'How' messaging is also able
to communicate with the limbic brain - the important part that governs behavior and emotion.
But his opinion is that organizations would do better to improve how they articulate their 'Why',
in addition to 'How'.