“Simon Sinek’s tool on ‘business know-why’ applied to sustainability”

www.trinity-planning.be

The Golden Circle

Why

How

What

Business know-how Business know-why

Facts and figures

Belief and excitement

Why

How

What

Simon Sinek, the Golden Circle

Why

How

WhatTelling and selling what you do (products, features, price)

Differentiation, what’s better? What’s smarter?

?

[WHAT] We have to decrease the footprint of our company [HOW] by reducing waste and emissions, and design more eco-friendly products [WHY] to safe us from climate change…

Boring…

“People don’t buy what you do, they buy why you do it”

Business know-how Business know-why

Facts and figures

Belief and excitement

Why

How

WhatWe make great computers

They’re beautiful designed and user friendly.

Wanna buy one?

“It is about turning this argumentation structure upside

down”

Why

How

Whatthinking like that, we just happen to make great computers, phones, music devices and probably a zillion other things in the near future.

the way we break the status quo is by making our products beautifully designed, easy to oversee and user-friendly.

In everything we do, we believe in breaking the status-quo, we believe in thinking differently

“The hardcore belief system”

STARTING FROW WHAT: Low margins > many models > many features A lot of advertising

STARTING FROW WHY: High margins > few models > few features Few advertising

“Not idea-driven, but ideal-driven belief-systems”

Why

How

What

Dove believes that the world would be better if women where allowed to feel good about themselves

That’s why we reject the artificial beauty ideals of the cosmetic industry and reclaim natural beauty in all our touch points with the audience

We do that, because we happen to produce a range of personal care products for all ages

“As the Golden Circle is not idea-centric, but ideal-centric, I believe it is an excellent tool to develope

a core beliefsystem for a sustainable product, service,

project, …”

“Cradle-to-cradle”

Why

How

What

We believe that ongoing prosperity happens if we make humankind back native to nature

We can do that by changing our design intention. By remaking the way we make things: turn the make-take-waste practice into endless closed-loop-cycles

Designing the cycle and not the product, houses will produce more clean water, and produce more energy then it consumes. Houses become like trees, and cities become like forests

“Organic”

Why

How

What

We believe that beauty is as beauty does. It is a natural thing that can only be achieved with respectful care and kindness

From this understanding, we’ve connected people with the art and science of pure flower and plant essences from the early beginning

That’s how today we’re the non-disputed sustainability front-runner in our industry with a top range of organic, C2C Gold certified beauty products

“Imagine the dirtiest company in the world”

Why

How

What

After the massive spill, we finally started to understand that we should work radically hard developing alternative energy solutions….

…

…

“Some tips and tricks on writing your own”

Why

How

What

Some advice

Your belief as close as possible to the companies core business and target audience

Your proposition. As new, differentiating and relevant as possible

The measures and bottom line benefits (less costs, more profit)

Example “Sustainable kinder garden?”

Why

How

What

I believe that parents today only want the very best for their children and suffer a sort of fear against our over-polluted world

That’s why a natural kinder garden that is like a farm with organic food and a natural environment to play would work good in this area

The socio-demographic potential is huge and thanks to this list of potential strategic partnerships and subsidiaries, the project is more cost-effective than expected.

If you have the chance to open your mouth for 30 seconds only… the CEO should asks you to tell the full story

Goal…

Why

How

What

Start write your own, now!

We should relocate dreams and build belief!