Start with why

The importance of WHY
Valentin Bufolin @ Studio Moderna

It‘s a world of manipulation

The price you pay for the money you
make

But does this make it
right?
…especcially if it
works?

What did these four
have in common?

They all started with the
GOLDEN CIRCLE

The golden circle
We make great
computers
They‘re
beautiful
designed and
user friendly.
Wanna buy
one?

The golden circle
Thinking like that, we
just happen to make
great computers,
wanna buy one?
The way we break the
status-quo is by making
our products beautifully
designed, easy to use
and user-friendly.
In everything we do,
we believe in breaking
the status-quo, we
believe in thinking
differently

https://www.youtube.com/watch?v=IPYeCltXpxw

LiveActive will sell good quality, good value fitness, sports
and outdoor activity equipment to people
who are interested in being fit and healthy.
Our appeal will be broad targeting all those people who are
looking to lead a healthier and more active lifestyle,
the site will provide locally relevant guidance and
advice from local experts and other users in each territory
to underpin the retail/shopping environment.

The golden circle
we will guide, advise and
provide you with carefully
selected good quality and
good value fitness, sports
and outdoor equipment
With the help of
experts and users like
you are
We want to help you lead
a healthier and more
active lifestyle, in fact we
believe we can provide
fitness and health for you
and your family.

WHAT
NEOCORTEX
RATIONAL FACTAL
LOGICAL DETAIL-ORIENTED
TEXTUAL STATISTICAL

HOW / WHY
LIMBIC BRAIN / AMYGDALA
PURPOSE DECISION MAKING
CONTEXT INSTINCT
EMOTION NO LANGUAGE

„When we communicate from the outside in, people can
understand vast amounts of information, but it doesnt drive
decision-making.“ – Simon Sinek
SAMUEL LANGLEY
Focused on being „first“
Excellent market conditions
Sufficient funding
Gathered best minds

THE WRIGHT BROTHERS
NO NOTORIETY
NO FUNDING
THE RIGHT PEOPLE
BELIEF IN THE PROMISE OF FLIGHT

WHAT‘S RIGHT?
WHY DOES WHY WORK?

Dr. Martin Luther King
We follow those who lead,
not for them, but for
ourselves. And it‘s those who
start with „why“ that have
the ability to inspire those
around them or find others
who inspire them
-- Simon Sinek
https://www.youtube.com/watch?v=V57lotnKGF8

ONE MEN,
ONE SPEECH,
IMMEASURABLE IMPACT.

Why
Dove believes that the world
would be better if women were
allowed to feel good about
themselves
How
That‘s why we reject the artificial
beauty ideals of the cosmetic
industry and reclaim natural beauty
in all our touch points with the
audience
What
We do that, because we happen
to produce a range of personal
care products for all ages

https://www.youtube.com/watch?v=EGDMXvdwN5c
Dove patches
At Dove, we are committed to creating a world where beauty is a
source of confidence not anxiety. So we created Dove: Patches and
invited women to discover how the right state of mind can unlock a
powerful feeling of beauty that lives inside all women. Become part
of the journey that will empower women around the world with
the message that beauty is a state of mind.
Launched: April 9th 2014
Views: 20.346.381

What starts with
the purchase of a
pair of shoes …
http://www.youtube.com/watch?v=W83bQGclUP4

Where IDEA came from?
While traveling in Argentina in 2006,
Founder Blake Mycoskie witnessed the
hardships faced by children growing up
without shoes.
His solution to the problem was simple,
yet revolutionary: to create a for-profit
business that was sustainable and not
reliant on donations.
Blake’s vision soon turned into the
simple business idea that provided the
powerful foundation for TOMS.
For every pair of shoes
purchased, another is given.

https://www.youtube.com/watch?v=BOK4yRcy_D4
https://www.youtube.com/watch?v=buj0gAFA8vs

The golden circle + The golden Cone

• Treat customers like friends and evangelists. - > People don‘t want to
buy stuff anymore; we all want to be part of movements.
• Create shared goals with retailers.
• Encourage customers to go on Shoe Drops. - > Memorable and
personal trips that it only seems natural that participants (customers)
blog, tweet, and post pictures about their experience putting shoes on
children‘s feet. Not just FREE advertisement; we rely on the advice of
our friends and family.
• Create a conversation with customers. - > Dialogue via social media
• Keep things simple and transparent. - > People need to be emotionally
drawn to cause.
• Be remarkable and people will want to talk about you. - > EMOTIONAL
CONNECTION
• Incorporate giving into everything you do. - > COMMITMENT

http://www.youtube.com/user/SimonSinek

What if the next time when someone asks, ”Who's your
competition?” we replied, ”No idea.”
What if the next time someone pushes, ”Well, what makes you
better than your competition?” we replied, ”We're not better
than them in all cases.”
And what if the next time someone asks, ”Well why should I do
business with you then?” we answer with confidence, ”Because
the work we're doing now is better than the work we were
doing six months ago. And the work we'll be doing six
months from now will be better than the work we're doing
today. Because we wake up every day with a sense of WHY we
come to work. We come to work to inspire people to do the
things that inspire them ...” -- Simon Sinek

Start with why

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