Start with why

The importance of WHY

Valentin Bufolin @ Studio Moderna

Assume you know

It‘s a world of manipulation

Manipulation vs. inspiration

Price & Promotions

Aspirations

Peer pressure

Innovation vs. Novelty

The price you pay for the money you make

Does this generate … ?

But does this make it right?

…especcially if it

works?

What did these four have in common?

They all started with the GOLDEN CIRCLE

GOLDEN WHAT?!

The golden circle

The golden circle

We make great computers

They‘re beautiful

designed and user friendly.

Wanna buy one?

The golden circle

Thinking like that, we just happen to make

great computers, wanna buy one?

The way we break the status-quo is by making our products beautifully

designed, easy to use and user-friendly.

In everything we do, we believe in breaking

the status-quo, we believe in thinking

differently

https://www.youtube.com/watch?v=IPYeCltXpxw



LiveActive will sell good quality, good value fitness, sports

and outdoor activity equipment to people

who are interested in being fit and healthy.

Our appeal will be broad targeting all those people who are

looking to lead a healthier and more active lifestyle,

the site will provide locally relevant guidance and

advice from local experts and other users in each territory

to underpin the retail/shopping environment.

The golden circle

we will guide, advise and

provide you with carefully

selected good quality and

good value fitness, sports

and outdoor equipment

With the help of

experts and users like

you are

We want to help you lead

a healthier and more

active lifestyle, in fact we

believe we can provide

fitness and health for you and your family.

GREAT LEADERS

ACT THINK

ACT THINK

COMMUNICATE

FROM THE INSIDE OUT.

WHY DOES WHY EVEN MATTER?

WHAT NEOCORTEX

RATIONAL FACTAL

LOGICAL DETAIL-ORIENTED

TEXTUAL STATISTICAL

HOW / WHY LIMBIC BRAIN / AMYGDALA

PURPOSE DECISION MAKING

CONTEXT INSTINCT

EMOTION NO LANGUAGE

We are social

animals

WHAT‘S WRONG?

„When we communicate from the outside in, people can understand vast amounts of information, but it doesnt drive decision-making.“ – Simon Sinek

SAMUEL LANGLEY

Focused on being „first“ Excellent market conditions

Sufficient funding Gathered best minds

WHAT‘S RIGHT?

THE WRIGHT BROTHERS

NO NOTORIETY

NO FUNDING

THE RIGHT PEOPLE

BELIEF IN THE PROMISE OF FLIGHT

WHAT‘S RIGHT?

WHY DOES WHY WORK?

Dr. Martin Luther King

We follow those who lead, not for them, but for ourselves. And it‘s those who start with „why“ that have the ability to inspire those around them or find others who inspire them

-- Simon Sinek

https://www.youtube.com/watch?v=V57lotnKGF8



ONE MEN, ONE SPEECH,

IMMEASURABLE IMPACT.

The golden circle

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

How 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

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

https://www.youtube.com/watch?v=EGDMXvdwN5c

Dove patches

At Dove, we are committed to creating a world where beauty is a source of confidence not anxiety. So we created Dove: Patches and invited women to discover how the right state of mind can unlock a powerful feeling of beauty that lives inside all women. Become part of the journey that will empower women around the world with the message that beauty is a state of mind. Launched: April 9th 2014 Views: 20.346.381



What starts with the purchase of a

pair of shoes …

http://www.youtube.com/watch?v=W83bQGclUP4



Where IDEA came from?

While traveling in Argentina in 2006, Founder Blake Mycoskie witnessed the hardships faced by children growing up without shoes.

His solution to the problem was simple, yet revolutionary: to create a for-profit business that was sustainable and not reliant on donations.

Blake’s vision soon turned into the simple business idea that provided the powerful foundation for TOMS.

For every pair of shoes purchased, another is given.

https://www.youtube.com/watch?v=BOK4yRcy_D4

https://www.youtube.com/watch?v=buj0gAFA8vs





Law of diffusion of inovation

The golden circle + The golden Cone

TAKE AWAY

The golden circle + The golden Cone

• Treat customers like friends and evangelists. - > People don‘t want to

buy stuff anymore; we all want to be part of movements.

• Create shared goals with retailers.

• Encourage customers to go on Shoe Drops. - > Memorable and

personal trips that it only seems natural that participants (customers) blog, tweet, and post pictures about their experience putting shoes on children‘s feet. Not just FREE advertisement; we rely on the advice of our friends and family.

• Create a conversation with customers. - > Dialogue via social media

• Keep things simple and transparent. - > People need to be emotionally

drawn to cause.

• Be remarkable and people will want to talk about you. - > EMOTIONAL CONNECTION

• Incorporate giving into everything you do. - > COMMITMENT

http://www.youtube.com/user/SimonSinek



What if the next time when someone asks, ”Who's your competition?” we replied, ”No idea.” What if the next time someone pushes, ”Well, what makes you better than your competition?” we replied, ”We're not better than them in all cases.” And what if the next time someone asks, ”Well why should I do business with you then?” we answer with confidence, ”Because

the work we're doing now is better than the work we were

doing six months ago. And the work we'll be doing six months from now will be better than the work we're doing today. Because we wake up every day with a sense of WHY we come to work. We come to work to inspire people to do the things that inspire them ...” -- Simon Sinek

Start with why

Marketing

Transcript of Start with why