You should always focus on understanding the “why” of your business before the other two parts, as this will direct your efforts when you decide “how” and “what” to do. You must avoid ambulating people in order to obtain customers that can be relied on again and again.ĭon’t try to solve the problems or goals of the Golden Circle out of order. This book argues that this is not an effective way to acquire repeat and loyal customers. Many businesses these days are focused on manipulating their customers in order for short-term gain and to maximize their profits. The “what” that you do might seem simple at first glance, but it affects how your actions are perceived and the results you’ll get. How is just as important as the first level of the circle because it affects your overall trustworthiness and the relationships you build with your customers.įinally, consider “what” you’ll do to fulfill your company’s core belief or purpose and fulfill the beliefs of your customers. You should also consider how your business will fulfill the core belief or “why” of your potential customers. You need to consider how people want to solve their problems or purchase their products before you consider fulfilling those needs. Next in the Golden Circle is number two, or “how”. “Why” is the first step in the Golden Circle, as the reasons why people do things affect both how and what they do after deliberation. This concept focuses on the “why”, “how”, and “what” affect the values that influence human purchasing decisions and why people buy the things that they do. One of the key concepts of the rest of the book circles back to again and again is the Golden Circle. A 3 Minute Summary of the 15 Core Lessons It compares and contrasts manipulation and inspiration as methods to influence human behavior and direct the course of companies in the modern marketplace. Start with Why: How Great Leaders Inspire Everyone to Take Action is a 2009 book by Simon Sinek.
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