Just consider Apple’s slogan “Think Different” and how unrecognizable this tech behemoth would be today if it instead settled on “We sell computers.” From Apple’s perspective, customers choose a business based on more nebulous, emotional reasons than simply needing a MacBook or iPhone. While some companies start by explaining what they offer to their customers, big names like Apple begin by examining the how and the why behind their business first. Originally coined by Simon Sinek, leadership expert and author of the classic “Start With Why,” the Golden Circle theory argues that many of today’s most successful companies think beyond the practical, rational benefits of the products and services they offer. The sheer volume of companies seeking to gain and keep a foothold in today’s market means that your business needs something special to get through all the noise, and this is where the Golden Circle theory comes into play. If you’re not sure what that reason is, your business will likely struggle to thrive among all the competition. People need a deeper reason to choose your brand over another. Few businesses today can thrive by simply inundating customers with messages about the features and benefits of their products or services.
