WHAT: Every single company and organization on the planet knows WHAT they do. This is true no matter how big or small, no matter what industry. Everyone is easily able to describe the products or services a company sells or the job function they have within the system. WHATs are easy to identify.
HOW: Some companies and people know HOW they do WHAT they do. Whether you call them a ‘’differentiating value proposition’’ or ‘’unique selling proposition,’’ HOWs are often given to explain how something is different or better. Not as obvious as WHATs , and many think these are the differentiating or motivating factors in a decision. It would be false to assume that’s all that is required. There is one missing detail.
WHY: Very few people or companies can clearly articulate WHY they do WHAT they do. This isn’t about making money – that’s a result. WHY is all about your purpose, cause or belief. WHY does your company exist? WHY do you get out of bed in the morning? And WHY should anyone care?
According to Simon Sinek, most companies have no idea why customers choose their products. Successful companies, however, let their customer approach driven by three questions that make up the Golden circle.
Simon Sinek found that most companies work from the outside in, that is from the WHAT question. To understand the Golden Circle, you need to understand what it entails. The WHAT ring of the Golden Circle represents the products or services a company sells. The HOW is an explanation of what the company does. In this ring of the Golden Circle, the company explains why their products/ services are better or stand out from the competition. The WHY is about what a company believes in, not about making a profit. Therefore, inspired and influential companies communicate from the inside out rather than outside in.
Is it possible to use this as a coaching technique? Share what you think.