The Golden Circle

We are in love. Not with each other. Well, actually, we’re husband and wife, so yes with each other. But that’s not what we are referring to here. Rather, we are writing about how White Hound is in love with Simon Sinek and the Golden Circle. Sinek’s idea explores how the “what” of a company, as well as its Unique Selling Proposition (USP), can easily be matched by another company.

Replaceable businesses operate from the outside in, focusing on their what (the product), then their how (the way the company produces the product), and then finally their why (the core belief behind the company). An adaptive business flips these, operating from the middle circle out. Sinek uses Apple as an example for both. If Steve Jobs had been focused on the first way, he may have stated:

“We make great computers. They’re user friendly, beautifully designed, and easy to use. Want to buy one?”

However, if Jobs were to be focused on the second way, he may state:

“With everything we do, we aim to challenge the status quo. We aim to think differently. Our products are user friendly, beautifully designed, and easy to use. We just happen to make great computers. Want to buy one?”

Sinek’s major takeaway: people don't buy what you do. They buy why you do it. How does this relate to White Hound and our clients, folks much like you? We shift the focus from a USP based line of thinking to the “why” behind them and their businesses. Using this thought process, we are not only able to build authentic branding our clients see themselves in, instead we help them expand their business in ways that naturally fit their vision. This shift changes the goal from merely selling to sharing passion. We don’t know many people who would dislike sharing their passion as a job.

If you are ready for the passion behind your business to take center stage, message us today!