As a marketer, it’s crucial to remember the essence of your work: to communicate the value of a product or service to potential clients. But how can we do this effectively and meaningfully? As so eloquently expressed in Simon Sinek‘s famous TED Talk, it all starts with the “Why.”
At the heart of marketing is a story, a narrative that connects people with the deeper meaning and purpose of what you’re selling. It’s not just about what your product does or even how it does it. It’s about why it matters and how it makes people feel.
This is where the concept of the “Golden Circle” comes in. By starting with “Why” (the purpose, belief, or cause that inspires your company), moving outward to “How” (the specific actions you take to bring that purpose to life), and finally “What” (the products or services you offer), you can create a powerful message that resonates with your audience.
But it’s not just enough to articulate your “Why” and hope that people will magically understand and buy into it. You also need to create an emotional connection with your audience, one that taps into their desires, values, and aspirations. This means understanding who your target market is and what they care about, and finding ways to communicate your message in a way that speaks to them directly.
One powerful way to do this is through storytelling. By telling stories that illustrate your “Why” in action, you can create a sense of meaning and purpose that goes beyond the features and benefits of your products or services. You can tap into the hearts and minds of your audience, creating a sense of loyalty and connection that goes beyond just a transactional relationship.
Ultimately, marketing is about more than just selling products. It’s about creating a movement, a tribe of people who share your values and beliefs, and who are inspired to take action in support of your cause, by staying true to your “Why,” telling compelling stories, and connecting with your audience on an emotional level, you can build a brand that stands the test of time and makes a real impact in the world.
Thank you for the inspiration you’ve provided to so many marketers and business leaders. Your message of starting with “Why” is more relevant than ever, and I look forward to seeing how it continues to shape the future of marketing.