Start With ¿Why? - Goldern Circle Guide

“STARTING WITH WHY”
& ENGAGING OUR CLIENTS

BASED ON PRINCIPLES CREATED BY: SIMON SINEK
PRESENTED BY: BRYANT WALKER
1 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE
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 foundation

of “what” — based on a need to offer services or
products in exchange for currency — building up
EVERYTHING
their business from ground up, so to speak.
ELSE
“HOW AND WHY WE

DO OR SELL”
“WHAT WE DO OR SELL”

The Golden Circle offers an

interesting perspective as to
how we operate as
businesses, professionals,
and yes, individuals too.
SIMON
SINEK
Creator of the
“Golden Circle”

As stated in the first slide,

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

In the Golden Circle, “How”

you do what you do doesn’t
change positioning
regardless of which
How
direction you work from,
however its meaning is often
sharpened when starting
with “Why”.

By starting with, or focusing

on “Why”, we are leading
with purpose and passion
for the actions we take, the
moves we make.
WHY
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
THE GOLDEN CIRCLE Circle
WHAT
Every organization on the planet
knows WHAT they do. These are
products they sell or the services

The Golden
WHAT
HOW
Some organizations know HOW
they do it. These are the things
that make them special or set them
apart from their competition.

The Golden
WHAT
HOW
Some organizations know HOW
they do it. These are the things
that make them special or set them
apart from their competition.
WHY
Very 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 WHY INSPIRES
The 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 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 Inverse The Golden Circle
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.”

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?

FIRST WHY. THENThe
TRUST.
Golden Circle + Human Brain
A cross-section of the
human brain shows that its
layout perfectly correlates
with the three major
components of
The Golden Circle.

FIRST WHY. THENThe
TRUST.
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.

FIRST WHY. THENThe
TRUST.
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.

FIRST WHY. THEN TRUST.
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.
“Start With Why”
https://www.youtube.com/watch?v=MNSAolUgFYQ&t=402s
“If You Don’t Understand People,

You Don’t Understand Business”
https://www.youtube.com/watch?v=llKvV8_T95M&t=1s
Creative Mornings SD
“Transparency”
https://www.youtube.com/watch?v=sjxNTcsquG8

WHY, THANK YOU

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“STARTING WITH WHY”

& ENGAGING OUR CLIENTS

• APPLYING TO OUR DAY-TO-DAY

2 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

Most businesses, by default, operate on a foundation

“HOW AND WHY WE

4 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

The Golden Circle oﬀers an

5 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

As stated in the first slide,

6 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

In the Golden Circle, “How”

7 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

By starting with, or focusing

8 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

9 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

A few years ago, the meaning of “Starting with Why”

There’s a built-in “What” before “Why”. For most, it’s purely

“Hi, I’m Bob and I do _____, what do you do?”

The Lesson: There’s no means to build a meaningful

11 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

13 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

14 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

15 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

16 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

“The problem is that What and How do not

Facts and figures make rational sense, but

17 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

18 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

Apple is well know for it’s role in

Had their methodology been different,

19 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

"We make great computers. They're user friendly, beautifully

20 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

We instead want to know why they are great and user

21 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

"With everything we do, we aim to challenge the status quo. We

22 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

24 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

So, what’s the connection?

There is a strong, inherent correlation

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

26 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

Let’s say you’re renting a car.

You’ve picked a particular model to drive for

In any case, you’re about to get behind the

Do you trust the car immediately upon

27 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

You’ve rented a Mustang, with (let’s say)

Moreover, the mirrors are positioned

How do you trust the vehicle you’re driving

28 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

After hours of driving, behind the same wheel, on the same

29 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

30 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

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

31 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

32 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

The outside of the brain is

The Neocortex is the newest

33 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE

The reason why working

34 LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE