The Golden Circle: more relevant than ever in the age of AI?
Why does one story spread like wildfire while another fades out just as quickly? What makes one organization so beloved by the public, while another brand struggles to gain traction?
Simon Sinek, a management guru, had some insights into why brands like Apple resonate so well with their audience, while others struggle to do the same. You’ve probably heard of his ‘Golden Circle.’ In 2009, Sinek gave a fascinating presentation (worth a watch!) on this model—a TED Talk that’s over 15 years old, but more relevant than ever in today’s AI-driven digital age.
Quick refresher: what circle are we talking about?
The Golden Circle is a seemingly simple model with a lot of depth. It consists of three rings, with ‘what’ on the outer layer. The middle ring is the ‘how,’ and the core is the ‘why.’ Simon Sinek was frustrated by how many companies communicate only about what they sell or the services they provide. The ‘what,’ Sinek concluded, is an outcome or result. On its own, it doesn’t make much of an impact; it doesn’t stick. Truly connecting with your audience requires depth—the ‘how’ and, most importantly, the ‘why’ are essential.
Make Impact with Your Brand(story)
Many organizations think from the outside in. They explain WHAT they do, sometimes even HOW they do it and what sets them apart. But WHY they do it? That rarely gets mentioned. Yet every brand has that powerful core. A brand doesn’t need to be non-profit or socially driven to make an impact. Every company solves problems for a particular audience. And for that audience, it makes a world of difference. But why are you so driven to solve that specific challenge for your audience?
From the Inside Out
A brand’s core drive is its most important message. It shows that you’re more than just products or services—more than just a seller. Purchases are often driven by emotion. As Simon Sinek put it, “People don’t buy what you do, they buy why you do it.” This remains vital, perhaps even more so in the age of AI.
From Data to Drive
Don’t get me wrong—the rise of AI and the growing availability of data are incredible developments that push the communication field to the next level. AI is excellent at generating stories about what companies do. In the digital age, the outer layer of the Golden Circle holds few secrets anymore.
But that center point, the ‘why,’ is a field of emotion, belief, and trust—human motivations that data or artificial intelligence can’t truly capture. Why do you do what you do? What drives you? To uncover that, you’ll need to dig deeper. That remains the work of people. Partnering with AI will become the new direction in communication, and the Golden Circle shows us how to bundle these strengths best.
Your ‘Why’: How to Reach the Right Audience
Focusing on your audience, their pains and gains, and the ways your brand makes an impact—these are just a few of the elements we use to uncover the core of your story. What’s your story? Feel free to stop by for a coffee or tea and discover how we can help bridge the gap between your organization and the right audience. See you soon!