Page 173 - The Design Thinking Playbook

HOW MIGHT WE...

communicate like the top companies
of this world? Start with WHY
THE GOLDEN
For all of us, it is easier to become motivated when we can imagine the
purpose of our actions. This way, the belief that we can achieve a set CIRCLE START WITH WHY!
goal is strengthened. For this reason, it is always advisable to start with Communicate from
the Why. In the model of the Golden Circle, the Why is in the center. the inside to the
The limbic system (Why) is located in the center of the brain and is outside!
guided by emotions and images. We’re dealing with behavior and trust,
emotions, and decisions here.
Successful companies keep the Why on center stage with a clear vision.
In such companies, employees know why they get up in the morning
and go to work. Spotify, for example, has the great mission of bringing WHY?
music to the world.
Why are we doing what
we’re doing?
The How describes how the work is done and which particulars it What is the
designation, the pur-
involves result from the Why. Apple is another much-cited example in pose, or our belief?
this respect.
PURPOSE

The logically thinking brain (What) is located on the outside in the mod- Dreams, goals, WHAT?
el of the Golden Circle. It encompasses rationality, logic, and language. added value
What are we doing?
The How connects the two elements and explains the process of how HOW? What are we doing to
something is done. realize the Why?
How are we doing what
we’re doing?
What is the process of RESULT
The inventor of the Golden Circle, Simon Sinek, expresses it this realizing the Why?
way: People don’t buy what we produce—they buy why we produce Products, results,
services
something. This is why we should always start with the Why. The same PROCESS
model applies to internal communication (e.g., to digital transforma- Unique Selling Proposi-
tion, key values,
tion). Successful business leaders communicate from the inside to the workflow
outside in the model of the Golden Circle. Employees know why they do
something, how they do it, and what they do.

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