The importance of WHY
Valentin Bufolin @ Studio Moderna
Assume you know
It‘s a world of manipulation
Manipulation vs. inspiration
Price & Promotions
Fear
Aspirations
Peer pressure
Innovation vs. Novelty
The price you pay for the money you
make
Does this generate … ?
But does this make it
right?
…especcially if it
works?
What did these four
have in common?
They all started with the
GOLDEN CIRCLE
GOLDEN WHAT?!
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-q...
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 ...
The golden circle
we will guide, advise and
provide you with carefully
selected good quality and
good value fitness, sport...
GREAT
LEADERS
THINK
ACT
THINK
ACT
THINK
COMMUNICATE
FROM THE INSIDE OUT.
WHY DOES WHY EVEN MATTER?
WHAT
NEOCORTEX
RATIONAL FACTAL
LOGICAL DETAIL-ORIENTED
TEXTUAL STATISTICAL
HOW / WHY
LIMBIC BRAIN / AMYGDALA
PURPOSE DECISION MAKING
CONTEXT INSTINCT
EMOTION NO LANGUAGE
We are
social
animals
WHAT‘S WRONG?
„When we communicate from the outside in, people can
understand vast amounts of information, but it doesnt drive
decision-...
„When we communicate from the outside in, people can
understand vast amounts of information, but it doesnt drive
decision-...
WHAT‘S RIGHT?
THE WRIGHT BROTHERS
NO NOTORIETY
NO FUNDING
THE RIGHT PEOPLE
BELIEF IN THE PROMISE OF FLIGHT
THE WRIGHT BROTHERS
NO NOTORIETY
NO FUNDING
THE RIGHT PEOPLE
BELIEF IN THE PROMISE OF FLIGHT
https://www.youtube.com/watch?v=IPYeCltXpxw
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...
ONE MEN,
ONE SPEECH,
IMMEASURABLE IMPACT.
https://www.youtube.com/watch?v=IPYeCltXpxw
The golden circle
Why
Dove believes that the world
would be better if women were
allowed to feel good about
themselves
How
That‘s why we rej...
https://www.youtube.com/watch?v=EGDMXvdwN5c
Dove patches
At Dove, we are committed to creating a world where beauty is a
s...
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 childr...
https://www.youtube.com/watch?v=BOK4yRcy_D4
https://www.youtube.com/watch?v=buj0gAFA8vs
https://www.youtube.com/watch?v=IPYeCltXpxw
Law of diffusion of inovation
The golden circle + The golden Cone
TAKE AWAY
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 move...
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 pu...
Start with why
Start with why
Start with why
Start with why
Start with why
Start with why
Start with why
Start with why
Start with why
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A presentation of Simon Sinek's Golden Circe concept and how great leaders / brands inspires and build loyalty.

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Start with why

  1. 1. The importance of WHY Valentin Bufolin @ Studio Moderna
  2. 2. Assume you know
  3. 3. It‘s a world of manipulation
  4. 4. Manipulation vs. inspiration
  5. 5. Price & Promotions
  6. 6. Fear
  7. 7. Aspirations
  8. 8. Peer pressure
  9. 9. Innovation vs. Novelty
  10. 10. The price you pay for the money you make
  11. 11. Does this generate … ?
  12. 12. But does this make it right? …especcially if it works?
  13. 13. What did these four have in common?
  14. 14. They all started with the GOLDEN CIRCLE
  15. 15. GOLDEN WHAT?!
  16. 16. The golden circle
  17. 17. The golden circle We make great computers They‘re beautiful designed and user friendly. Wanna buy one?
  18. 18. 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
  19. 19. https://www.youtube.com/watch?v=IPYeCltXpxw
  20. 20. 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.
  21. 21. 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.
  22. 22. GREAT LEADERS
  23. 23. THINK
  24. 24. ACT THINK
  25. 25. ACT THINK COMMUNICATE
  26. 26. FROM THE INSIDE OUT.
  27. 27. WHY DOES WHY EVEN MATTER?
  28. 28. WHAT NEOCORTEX RATIONAL FACTAL LOGICAL DETAIL-ORIENTED TEXTUAL STATISTICAL
  29. 29. HOW / WHY LIMBIC BRAIN / AMYGDALA PURPOSE DECISION MAKING CONTEXT INSTINCT EMOTION NO LANGUAGE
  30. 30. We are social animals
  31. 31. WHAT‘S WRONG?
  32. 32. „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
  33. 33. „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
  34. 34. WHAT‘S RIGHT?
  35. 35. THE WRIGHT BROTHERS NO NOTORIETY NO FUNDING THE RIGHT PEOPLE BELIEF IN THE PROMISE OF FLIGHT
  36. 36. THE WRIGHT BROTHERS NO NOTORIETY NO FUNDING THE RIGHT PEOPLE BELIEF IN THE PROMISE OF FLIGHT
  37. 37. https://www.youtube.com/watch?v=IPYeCltXpxw
  38. 38. WHAT‘S RIGHT? WHY DOES WHY WORK?
  39. 39. 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
  40. 40. ONE MEN, ONE SPEECH, IMMEASURABLE IMPACT.
  41. 41. https://www.youtube.com/watch?v=IPYeCltXpxw
  42. 42. The golden circle
  43. 43. 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
  44. 44. 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
  45. 45. What starts with the purchase of a pair of shoes … http://www.youtube.com/watch?v=W83bQGclUP4
  46. 46. 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.
  47. 47. https://www.youtube.com/watch?v=BOK4yRcy_D4 https://www.youtube.com/watch?v=buj0gAFA8vs
  48. 48. https://www.youtube.com/watch?v=IPYeCltXpxw
  49. 49. Law of diffusion of inovation
  50. 50. The golden circle + The golden Cone
  51. 51. TAKE AWAY
  52. 52. The golden circle + The golden Cone
  53. 53. • 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
  54. 54. http://www.youtube.com/user/SimonSinek
  55. 55. 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
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