What does your company stand for? This very question can lay the foundation for your company, and there’s an excellent tool to help you find your identity.
Simon Sinek’s signature Golden Circle lays a rudimentary starting point to base company strategy upon. This strategy was implemented with the notion of adapting an emotional appeal to business practices. Mr. Sinek often alludes to the success of Apple when explaining the emotional impact of an industry reliant upon innovation to stay current and successful. The golden circle can be shown below, and it’s very simple.
WHAT: Every single company and organisation on the planet knows WHAT they do. This is true no matter how big or small, no matter what industry. Everyone is easily able to describe the products or services a company sells or the job function they have within the system. WHATs are easy to identify.
HOW: Some companies and people know HOW they do WHAT they do. Whether you call them a ‘’differentiating value proposition’’ or ‘’unique selling proposition,’’ HOWs are often given to explain how something is different or better. Not as obvious as WHATs , and many think these are the differentiating or motivating factors in a decision. It would be false to assume that’s all that is required. There is one missing detail.
WHY: Very few people or companies can clearly articulate WHY they do WHAT they do. This isn’t about making money – that’s a result. WHY is all about your purpose, cause or belief. WHY does your company exist? WHY do you get out of bed in the morning? And WHY should anyone care?
Having a central identity associated with your business is tantamount to prolonged success. To believe in something is a worthy catalyst to sell or provide a service to your clients and customers. Not only does your client base benefit from a company that knows who they are and what they stand for, but the people that work for you will believe in you as well. Value is gained from owning your company identity, and the employees that you keep will gain from that value as well.