How does Simon Sinek’s focus on the “golden circle” REALLY apply to marketing and buyer behavior?

Simon Sinek created his “golden circle” concept during his TED talk, “start with why.” The inspiration behind his mindset is to inspire business professionals to challenge the status quo to its core by identifying your purpose for what you want to do in life and business. The entire focus of Simon’s “start with why” seminar is focused on his discovery of the golden circle. The golden circle consists of three main parts: Why, How, and What.

WHAT?

Every company knows precisely what they do. Companies know their mission, the service or product they are offering, and what they charge customers for their products or services. In most cases, the “what” is what most businesses live and die by.

HOW?

Some companies actually know how they were able to achieve success with their customers. Some may have looked at data, written a value proposition, and even had keen insights into how they delivered their products/services to their ideal customer base or the perfect sales opportunity. 

WHY?

During the TED talk, Simon mentions that “very few organizations know why they do what they do. And by why I don’t mean to make a profit: that’s a result, I mean, what’s your purpose?” He is referring that very few businesses can answer a fundamental question: “why does your organization exist”?

Each of these questions above applies to the buyer’s journey and applies directly to the customer’s experience. Most companies have a difficult time understanding both processes mentioned, which is why marketing teams have to start with why by putting the customer first. The target of any campaign must be to find those “ideal” prospects who are interested in your content, products, and/or services. Marketers can work alongside their sales team as they begin to have those conversations about how they might be able to solve a “problem” for their consumer or “need” the potential customer is experiencing, and ensure to end by presenting what the solution is in the form of a company’s product or service. The time has arrived for marketers to begin by clearly defining their target customers and buyer personas. Then, start creating content that is targeted to your “ideal” customers. Lastly, be sure to engage with those customers on all channels, offline and online. The question arises, why should my business market this way? This is very simple to explain; it’s about how your consumers want to be marketed to and satisfy those customers. It is the deciding factor that ultimately yields your highest return and the best results. 

By: Brandon Diaz

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