The Power of Words

Have you ever thought about how engaged people are within your firm? Or, if whether there’s the opportunity to re-engage and inspire them on the journey to growth? And how about inspiring your clients too? The video below is a powerful demonstration of why it’s important to use the right words …

What’s Your Why?

We love the concept by Simon Sinek’s describing “The Golden Circle”, which was introduced in his famous TED Talk, “How Great Leaders Inspire Action.” The concept is often applied to business and leadership as a way to communicate and inspire others. The Golden Circle is essentially a model that explains why certain individuals or companies are able to inspire more than others.

If you’re wondering how to re-invigorate your people and take them on the journey with you, then here’s one way to do it:

1. Why (Innermost Circle): This represents the purpose, cause, or belief of an organization or leader. Why does the company exist beyond just making a profit? Why do you do what you do? According to Sinek, this is where inspiration comes from. Companies that lead with “why” are able to inspire and rally people behind their cause or mission. For instance, Apple’s “Why” is often portrayed as their desire to challenge the status quo and think differently. It’s the words that we use that connect with our heart rather than our minds.
   
2. How (Middle Circle): This describes the process – how something is done or how the organization differentiates itself. This could be the unique selling proposition or the proprietary process that a company uses. For a company like Apple, their “How” might be represented by their commitment to design and user-friendly interfaces.
   
3. What (Outer Circle): This represents the actual product or service a company sells. For most companies, this is the easiest to define and the level at which they often communicate. In Apple’s case, the “What” would be their products like iPhones, MacBooks, etc.

Sinek’s main argument is that most companies start by communicating what they do, then how they do it, and lastly (if at all) why they do it. However, the most inspiring companies and leaders tend to communicate in the exact opposite way. They start with “why” (their purpose or belief), then “how” (their process or differentiation), and finally “what” (their product or service).

By beginning with the “why”, organizations can tap into the emotional and limbic part of the brain, which is responsible for behavior and decision-making. This approach is more likely to inspire loyalty, trust, and passion in both employees and customers.

To implement the Golden Circle concept, leaders and organizations should:

• Clearly identify their purpose or belief.
• Consistently communicate from the “why” outwards.
• Ensure that their actions and decisions align with their “why”.

Sinek’s perspective has inspired many to think differently about leadership, marketing, and organizational purpose.