As with dating, many companies work extremely hard to prove their value to the customer, but fail to reveal their deeper sense of purpose it is unlikely a loyal relationship will ensue. But if you don’t know WHY, you can’t know HOW. And it takes consistency to relieve them of any doubt. The only way others know what you believe is from the things you say and do. The order of The Golden Circle matters.But these companies give people a way to show the world who they are and what they believe in. Usually the companies with the greatest loyalty don’t have the fastest service, best quality products, or the greatest price. This urge to belong is so strong that it causes us to act irrationally. Fuel the human desire to belong to influence purchasing decisions.Įverybody wants to fit in.Be it buying Ho Hos over Snowballs or starting a civil rights movement, the reason always starts with WHY. The Golden Circle-WHY, HOW, WHAT-explains how values are injected into purchasing decisions and human behavior. People don’t buy WHAT you do, they buy WHY you do it.You cannot build a loyal customer base by manipulating people. But they come at a high cost to the company and the customer. They are all “carrots and sticks” that have become common practices in American business. There are many forms of manipulation used to influence human behavior: fear, peer pressure, aspiration, novelty, price, promotions. The path to loyal, repeat customers is not through manipulation-no matter what the rest of America is doing.Here are the 10 key insights from the book. It is this sense of purpose, or cause, that drives consumer behavior and allows great leaders to inspire action. By dissecting Sinek’s theory of The Golden Circle through anecdotes of some of America’s most notable leaders of innovation and commerce-Steve Jobs, Herb Kelleher, Bill Gates, Orville and Wilbur Wright-Sinek explains the critical need to always ask ourselves WHY. Simple yet powerful, Simon Sinek’s Start With Why is as much a lesson in ethical leadership as it is an advertising manual every young copywriter should pick up.
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