Introduction

When approaching potential customers, employers, or employees, the majority are usually obsessed with how to impress others to convince them to buy a product, hire them, or even get recruited by them. Typically, this approach is ineffective. On the contrary, it might lead to resistance from the other party. Here, they wonder why this is happening. They have all the ingredients needed to write a powerful success story. Nevertheless, they do not have the right recipe. Hence, this reality hits them hard, and they drown in disappointment and frustration. Simon Sinek, an American author and inspirational speaker on business leadership, introduces an alternative reality that shifts understanding of such situations. 

Target All, Lose Almost All

When collecting data concerning any phenomenon, it typically exhibits a natural distribution. This means that the majority of the population investigated provides responses representing the average, while a few responses represent the extremes. This makes it difficult to target the whole population. Marketers, for instance, target all segments included, either in the average area or the extreme ones of the natural distribution. Furthermore, they expect all targeted segments to have the same level of interest in their services or products. This assumption is unrealistic, as it implies that all people are identical. This is definitely untrue. Consequently, a small segment might have moderate to low interest in the product or the service presented. 

Amplify the Purpose, Not the Message

Sharing the company’s achievements might help owners gain the trust of potential customers. Marketers usually list the accomplishments and achievements of their own company out of the belief that this might lure customers into buying their product or service. Nevertheless, this does not usually happen. In the best scenarios, only 10% of the targeted audience decides to invest in their business. Eventually, this leaves marketers frustrated, thinking that they do not communicate all the achievements admired by the customers. However, this is not the case. Customers usually trust service providers or businesses that communicate their purpose effectively. Hence, instead of sharing numbers, they share visions. Instead of sharing accomplishments, they share the fuel that keeps the fire flaming. 

Bond with Their Why

Building rapport with the targeted audience empowers the marketer’s message. When the purpose of the business matches that of the audience, the need to get the product or the service is created. However, there is an affective component that makes the message even more powerful. It’s empathy. Relating to the audience experience or current situation makes them deeply connected to the message delivered. Furthermore, they have this deep faith in the alignment of their purpose, i.e., why, with that of the company. Here, the bond is strengthened. Hence, decisions are made immediately. For successful outcomes, it is highly recommended to collect more data bout the audience.  

Conclusion

When sharing the Golden Circle concept, Simon Sinek aimed to highlight the significant impact of the “purpose” on manufacturing products and services. This notion is magnified when delivering more talks and running more interviews, focusing on the remarkable influence of the “why”, i.e., purpose, on decisions made by customers or clients. It is not about sharing how successful the company is. Instead, it is more about communicating the company’s purpose.