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"Starting with Why" - Principles of the Golden Circle

Bryant Walker
Bryant Walker
Bryant WalkerAccount Director & Strategist at Mindgruve

This deck is an overview of Simon Sinek's "Golden Circle", which highlights the inherent need to "Start with Why", in business and through interpersonal relationships. As a fan of Sinek and having attended one of his talks recently, I felt it necessary to repackage some of his points and share with my team at Mindgruve, presenting the key principles. This led to an impromptu brainstorming session on ways we can be more authentic in our daily lives and business initiatives. Even for those who are already aware of these principles, it's a great refresher on the concept.

"Starting with Why" - Principles of the Golden Circle

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LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE
“STARTING WITH WHY”
& ENGAGING OUR CLIENTS
BASED ON PRINCIPLES CREATED BY: SIMON SINEK
PRESENTED BY: BRYANT WALKER
1
LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE2
POINTS WE’LL DISCUSS
• “STARTING WITH WHY”
• TRUST IN WHY
• APPLYING TO OUR DAY-TO-DAY
• YOUTUBE LINKS
LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE3
INTRODUCTION:

THE GOLDEN CIRCLE
LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE4
THE GOLDEN CIRCLE: AN INTRODUCTION
Most businesses, by default, operate on a foundation

of “what” — based on a need to offer services or 

products in exchange for currency — building up 

their business from ground up, so to speak.
“WHAT WE DO OR SELL”
EVERYTHING

ELSE



“HOW AND WHY WE 

DO OR SELL”
LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE5
THE GOLDEN CIRCLE: AN INTRODUCTION
SIMON
SINEK
Creator of the
“Golden Circle”
The Golden Circle offers an
interesting perspective as to
how we operate as
businesses, professionals,
and yes, individuals too.
LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE6
THE GOLDEN CIRCLE: AN INTRODUCTION
What
As stated in the first slide,
most businesses operate
from a “what” perspective,
relying on what you offer as
the means and purpose for
operation — or to go deeper,
reason to exist.

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"Starting with Why" - Principles of the Golden Circle

  • 1. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE “STARTING WITH WHY” & ENGAGING OUR CLIENTS BASED ON PRINCIPLES CREATED BY: SIMON SINEK PRESENTED BY: BRYANT WALKER 1
  • 2. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE2 POINTS WE’LL DISCUSS • “STARTING WITH WHY” • TRUST IN WHY • APPLYING TO OUR DAY-TO-DAY • YOUTUBE LINKS
  • 3. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE3 INTRODUCTION:
 THE GOLDEN CIRCLE
  • 4. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE4 THE GOLDEN CIRCLE: AN INTRODUCTION Most businesses, by default, operate on a foundation
 of “what” — based on a need to offer services or 
 products in exchange for currency — building up 
 their business from ground up, so to speak. “WHAT WE DO OR SELL” EVERYTHING
 ELSE
 
 “HOW AND WHY WE 
 DO OR SELL”
  • 5. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE5 THE GOLDEN CIRCLE: AN INTRODUCTION SIMON SINEK Creator of the “Golden Circle” The Golden Circle offers an interesting perspective as to how we operate as businesses, professionals, and yes, individuals too.
  • 6. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE6 THE GOLDEN CIRCLE: AN INTRODUCTION What As stated in the first slide, most businesses operate from a “what” perspective, relying on what you offer as the means and purpose for operation — or to go deeper, reason to exist.
  • 7. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE7 THE GOLDEN CIRCLE: AN INTRODUCTION How In the Golden Circle, “How” you do what you do doesn’t change positioning regardless of which direction you work from, however its meaning is often sharpened when starting with “Why”.
  • 8. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE8 THE GOLDEN CIRCLE: AN INTRODUCTION WHY By starting with, or focusing on “Why”, we are leading with purpose and passion for the actions we take, the moves we make. By nature, this gives what you do, true meaning.
  • 9. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE9 WHY IS HOW WE ARE PERCEIVED.
  • 10. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE10 START WITH WHY
  • 11. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE11 LESSONS IN BUSINESS NETWORKING A few years ago, the meaning of “Starting with Why” became important through various B2B networking events, wherein most professionals are there to sell you something. There’s a built-in “What” before “Why”. For most, it’s purely transactional engagements:
 
 “Hi, I’m Bob and I do _____, what do you do?” The Lesson: There’s no means to build a meaningful connection in that form of interaction.
  • 12. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE12 START WITH WHY
  • 13. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE13 The Golden Circle WHAT Every organization on the planet knows WHAT they do. These are products they sell or the services THE GOLDEN CIRCLE
  • 14. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE14 WHAT Every organization on the planet knows WHAT they do. These are products they sell or the services HOW Some organizations know HOW they do it. These are the things that make them special or set them apart from their competition. The Golden CircleTHE GOLDEN CIRCLE
  • 15. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE15 The Golden Circle WHAT Every organization on the planet knows WHAT they do. These are products they sell or the services HOW Some organizations know HOW they do it. These are the things that make them special or set them apart from their competition. WHY Very few organizations know WHY they do what they do. WHY is not about making money. That’s a result. WHY is a purpose, cause or belief. It’s the very reason your organization exists. THE GOLDEN CIRCLE
  • 16. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE16 THE GOLDEN CIRCLE: THE WHY INSPIRES The Golden Circle How most organizations market & communicate: What: “Here is our law firm.” How: “We have the industry’s most intelligent lawyers, who graduated from the world’s top schools. Have you seen our client list? Only from the Fortune 500! And, check out our offices – they are absolutely pristine.” Behavior: “Come do business with our law firm!”
  • 17. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE17 THE GOLDEN CIRCLE: THE WHY INSPIRES “The problem is that What and How do not inspire action. 
 
 Facts and figures make rational sense, but people do not make decisions purely based on facts and figures. Starting with What is what commodities do. Starting with Why is what leaders do. Leaders inspire.”
  • 18. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE18 THE GOLDEN CIRCLE: THE WHY INSPIRES The Inverse Why: “We believe in servicing the needs of others so that they can focus on the difference they need to make.“ How: “We do so by bringing on some of the most intelligent legal professionals who graduated from the world’s top schools. We work with top performing organizations, most of which are on the Fortune 500 list, so that we can help them make a larger difference in the world. And, we like to go above and beyond, so we have built pristine offices.” What: “We are a world-class law firm. Come see for yourself.” The Golden Circle
  • 19. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE19 AS IT APPLIES TO APPLE Apple is well know for it’s role in creativity and it’s wonderful campaign messaging which famously charged its audiences with the task of thinking differently. Had their methodology been different, their messaging may not have resonated as well over the years.
  • 20. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE20 AS IT APPLIES TO APPLE "We make great computers. They're user friendly, beautifully designed, and easy to use. Want to buy one?"
  • 21. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE21 AS IT APPLIES TO APPLE We instead want to know why they are great and user friendly. Turns out Apple has figured this out over the years and knows better. Here's what a real marketing message from Apple might actually look like…
  • 22. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE22 AS IT APPLIES TO APPLE "With everything we do, we aim to challenge the status quo. We aim to think differently. Our products are user friendly, beautifully designed, and easy to use. We just happen to make great computers. Want to buy one?"
  • 23. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE23 GREAT EXAMPLES OF COMPANIES THAT (MUST) START WITH WHY.
  • 24. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE24 This brands, for example, lead with the culture or feeling associated with their brand, whether it be inherent in their culture or how they want you to feel by being a part of it. They happen to offer products and services similar to (or equal) their competitors, but they win because they start the conversation with why.
  • 25. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE25 BUILDING TRUST
  • 26. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE26 BUILDING TRUST So, what’s the connection? There is a strong, inherent correlation between why and building trust through communication and interpersonal relationships. Let’s take a look at trust as a feeling.
  • 27. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE27 BUILDING TRUST Let’s say you’re renting a car. You’ve picked a particular model to drive for a weekend getaway, a business trip, or perhaps your car is in the shop. In any case, you’re about to get behind the wheel of a machine you have never driven before. 
 
 Do you trust the car immediately upon starting it up?
  • 28. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE28 You’re driving on new roads. You’ve rented a Mustang, with (let’s say) more horsepower than what you’re used to.
 
 Moreover, the mirrors are positioned differently and the blind spot over your right shoulder is a little larger than you’re accustomed to. How do you trust the vehicle you’re driving for the first time?
  • 29. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE29 Not likely. After hours of driving, behind the same wheel, on the same streets, comfort and trust build organically.
  • 30. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE30 It’s the same for the skills we all bring to the table in our day-to-day tasks. Hours, days, months in, brings expert-level support to our clients through meaningful control of the wheel.
  • 31. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE31 As mentioned, this sense of trust is built in to our cognitive processes — we feel it. So, what’s the connection to trust and understanding why?
  • 32. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE The Golden Circle + Human Brain 32 FIRST WHY. THEN TRUST. A cross-section of the human brain shows that its layout perfectly correlates with the three major components of 
 The Golden Circle.
  • 33. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE The Golden Circle + Human Brain 33 FIRST WHY. THEN TRUST. The outside of the brain is the Neocortex, which corresponds with the What level of The Golden Circle. 
 The Neocortex is the newest brain or Homo sapien brain. It is responsible for all rational and analytical thought and language.
  • 34. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE The Golden Circle + Human Brain 34 FIRST WHY. THEN TRUST. The reason why working from a why-based approach has an organic, humanizing response is its direct- connection to our biological makeup — the core of our being.
  • 35. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE35 FIRST WHY. THEN TRUST. By working first from why, we are able to immediately build trust with those we work with, and build relationships with. It breathes through the work we produce and the evidence of trust is clearly embedded when why is at the core.
  • 36. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE36 VIDEO LINKS FOR MORE LEARNING. https://www.youtube.com/watch?v=MNSAolUgFYQ&t=402s https://www.youtube.com/watch?v=llKvV8_T95M&t=1s https://www.youtube.com/watch?v=sjxNTcsquG8 “Start With Why” “If You Don’t Understand People, 
 You Don’t Understand Business” Creative Mornings SD
 “Transparency”
  • 37. LUNCH + LEARN + WHY NOVEMBER 2016 © 2016 MINDGRUVE37 WHY, THANK YOU