Persuasion
The Golden Circle is the model of the British-American writer Simon Sinek, presented in 2009 in a TEDx talk that became one of the most viewed ever and developed in the book Start with Why (2009): three concentric circles, with the Why at the centre (the purpose that drives an organisation), then the How (principles and processes) and on the outside the What (products and services).
Inspiring organisations and leaders communicate from the inside out, starting from the Why, because decisions, from a purchase to loyalty to a brand, have a strong emotional and identity component.
An example
Instead of ‘we sell management software’, a company says ‘we want people who run a business to spend their time deciding, not filling in forms’.
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Tell us about your priorities and the objectives you want to reach.
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