In the TED Talk ‘How great leaders inspire action’ Simon Sinek refers to the concept
of the golden circle, a concept he
created to understand the reason behind a leader’s success. The golden circle
includes three levels: what, how and why. Only a few people know why they do
what they do, the purpose of why they exist. Sinek said all the great leaders
think, act and communicate the same way, while it is the exact opposite for
everyone else. The key for inspiration is to reverse the order of the
information, to communicate from the inside out, starting always with the
‘why’. When the consumers buy the ‘why’
of the company instead of the product itself, the connection is special and the
company makes them believe in what the company believes.
One of my favorite brands is Coca-Cola
because they do not focus on the product in the marketing campaigns; they
always involve the feelings of the consumers and make them believe in the
company’s values. This is the perfect example of the why, how, what format.
Coca-Cola never starts a campaign referring to the product. They sell an
experience. They sell ‘happiness’. They are not focused on showing a drink to
quench thirst; they show the experience to share it with family and friends.
The purpose of the brand is to make people feel happy. Even though the product does not change, they
are always innovating with new, positive messages to send to the audience. They
know how to impact people’s emotions.
Simon Sinek also talks about the law of diffusion of innovation. The law
shows five different types of groups in the society: the innovators, the early
adopters, the early majority, the late majority and the laggards. In terms of
fashion products, especially clothes, I fall into the category of innovator. I
consider myself a fashion lover. I have
to be first to go into shops such as Zara to buy at least one new dress for the
season. I am always willing to take risks and try new fashion styles. On the
other side, in terms of technology I fall more in the category of late
majority. Despite that fact that I wanted an iPhone 5C so bad, at the moment the
product was launched I had other priorities so I decided not to buy it. I was
more rational and I thought that since my iPhone 4S was still working, I did
not need a new one. Maybe I will wait until the price decreases with the launch
of the iPhone 6 that is coming in September and I will get an iPhone 5C.
I really enjoyed this talk because
Sinek, as a leadership expert, makes the audience reflect the path to be a
leader and be able to hold a position of power with responsibility.
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