Back in 2009, Simon Sinek gave a TEDx talk on "Start with why" where he explained the concept of the Golden Circle:
The key takeaway from this talk is that most companies do their marketing backwards, meaning that they start with “what” and then move onto “how”, often not ever explaining the “why” for their organization in their marketing and branding messaging.
Simon argues that great companies don’t move from the outside in:
What → How → Why
Instead, they move from the inside out:
Why → How → What
We need to remember that people don’t buy what you do. They buy why you do it. As small business owners and entrepreneurs, we have the unique advantage of being closer than most leaders to our 'why'... yet most of us have difficulty defining not just what our company does, but why we do it.
We ask all of our client to take a step back and think about their 'why', especially before engaging in any branding or messaging efforts. To help you gain clarity around your 'why', ask yourself these questions: