Everyone loves a great story. People want to feel connected to a group, feel a sense of belonging, and stories create this connection. Stories give us a reason to communicate and relate, and give us something to believe in. Stories make us feel better, smarter, safer, or even loved.
Business storytelling is similar. Telling your story will create alignment between your business and your customers.
Simon Sinek is a motivational speaker, marketing consultant, and author of the best selling book “Start with Why: How Great Leaders Inspire Everyone to Take Action”. His Golden Circle offers an interesting insight into why some leaders and organizations have achieved such an exceptional degree of influence, and he uses Apple as an example of an organization that’s able to innovate in so many diverse industries. The Golden Circle shows how some leaders are able to inspire action instead of manipulating people to act.
Here is his explanation and how it starts from the inside out:
Every single company 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. The WHAT is easy to identify.
Some companies and people know HOW they do WHAT they do. 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.
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?
When you’re selling from the inside out, the WHY is the reason customers might buy and the WHAT serves as the tangible proof of that belief. Simon Sinek states, “People don’t buy what you do, they buy WHY you do it.”
Find your company’s purpose, challenge your team to dive deep into your “why”, and tell your story to your customers to begin connecting on a higher level.