Apple, Martin Luther King, and the Wright Brothers all had a special ability to understand and answer the most important question of all: "why?"
In this video, Simon Sinek discusses how those few, fortunate companies who have the ability to connect through all three stages of why make the most lasting impact on our lives. Sinek calls it the Golden Circle and it includes these three stages:
Everyone can understand and communicate the what.
Some people have the uncanny ability to communicate the how.
Few people have a solid grip, or even know the answer to this question.
In a world that's driven by fast-paced business, our performance in our work determines the effectiveness of our companies. Our performance is tied to our behavior which is directly influenced by our emotions. And our emotions are driven by the why that's behind what we do and how we view our responsibilities.
In marketing, it's extremely important to connect with and be able to communicate the why. As Simon says, "people don't buy what you do, they buy why you do it." (TWEET THIS)