Golden triangle for sustainability

Why  How  What  The Golden Circle “Simon Sinek’s tool on ‘business know-why’ applied to sustainability” www.trinity-planning.be

Facts and figures Belief and excitement Business know-how Business know-why

Why  How  What  Simon Sinek, the Golden Circle

? Why  How  Differentiation, what’s better? What’s smarter? What  Telling and selling what you do (products, features, price)

[WHAT] We have to decrease the footprint of our company [HOW] by reducing waste and emissions, and design more eco-friendly products [WHY] to safe us from climate change… Boring…

“People don’t buy what you do, they buy why you do it”

Facts and figures Belief and excitement Business know-how Business know-why

Why  Wanna buy one? How  They’re beautiful designed and user friendly. What  We make great computers

“It is about turning this argumentation structure upside down”

Why  In everything we do, we believe in breaking the status-quo, we believe in thinking differently How  the way we break the status quo is by making our products beautifully designed, easy to oversee and user-friendly. What  thinking like that, we just happen to make great computers, phones, music devices and probably a zillion other things in the near future. “The hardcore belief system”

STARTING FROW WHAT: Low margins > many models > many features A lot of advertising STARTING FROW WHY: High margins > few models > few features Few advertising

“Not idea-driven, but ideal-driven belief-systems”

Why  Dove believes that the world would be better if women where 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

“As the Golden Circle is not idea- centric, but ideal-centric, I believe it is an excellent tool to develope a core beliefsystem for a sustainable product, service, project, …”

“Cradle-to-cradle”

Why  We believe that ongoing prosperity happens if we make humankind back native to nature How  We can do that by changing our design intention. By remaking the way we make things: turn the make-take-waste practice into endless closed-loop- cycles What  Designing the cycle and not the product, houses will produce more clean water, and produce more energy then it consumes. Houses become like trees, and cities become like forests

“Organic”

Why  We believe that beauty is as beauty does. It is a natural thing that can only be achieved with respectful care and kindness How  From this understanding, we’ve connected people with the art and science of pure flower and plant essences from the early beginning What  That’s how today we’re the non- disputed sustainability front-runner in our industry with a top range of organic, C2C Gold certified beauty products

“Imagine the dirtiest company in the world”

Why  After the massive spill, we finally started to understand that we should work radically hard developing alternative energy solutions…. How  … What  …

“Some tips and tricks on writing your own”

Why  Your belief as close as possible to the companies core business and How  target audience Your proposition. As new, differentiating and relevant as possible What  The measures and bottom line benefits (less costs, more profit) Some advice

Example “Sustainable kinder garden?”

Why  I believe that parents today only want the very best for their children and suffer a sort of fear against our over-polluted world How  That’s why a natural kinder garden that is like a farm with organic food and a natural environment to play would work good in this area What  The socio-demographic potential is huge and thanks to this list of potential strategic partnerships and subsidiaries, the project is more cost-effective than expected.

Goal… If you have the chance to open your mouth for 30 seconds only… the CEO should asks you to tell the full story

Why  How  What  Start write your own, now!

We should relocate dreams and build belief!

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Golden triangle for sustainability

by Studio Spark on Jun 07, 2010

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Golden triangle for sustainability — Presentation Transcript