Getting to the "why" by using the golden circle

I recently attended a brand messaging workshop and I wanted to share how the exercise we went through during the meeting.

Getting to the "why"

The workshop started with us all watching the Simon Sinek Ted talk about great leaders inspiring action:

WHY: Very few organizations know WHY they do what they do.

WHY is not about making money. That’s a result.

It’s a purpose, cause or belief.

It’s the very reason your organization exists.

HOW: Some organizations know HOW they do it.

These are the things that make them special or set them apart from the competition.

WHAT: Every organization on the planet knows WHAT they do.

These are products they sell or the services they offer.

Thought starters

We then proceeded to individually write down answers to some thought starter questions.

  1. What has been our driving motivation since day 1?
  2. What's our unique take and insight on the marketplace?
  3. What fundamental, underlying problem are we pledged with eradicating?

Defining the "why," "how," and "what"

After about 10 minutes of writing down answers to thought starters and taking an individual pass at the "why," "how," and the "what" we shared our responses. The moderator wrote down the different responses on sticky notes and grouped them together into "why," "how," and "what" areas on the wall.

In the wild example Slack

WHY: Help teams do amazing things

HOW: By enabling easy collaboration and file sharing

WHAT: A messaging app for teams

In Conclusion

This messaging framework allows for collaboration and allows the team to get at the root of a problem or in this case a brand message. It is interesting framework to use for an approach to a client workshop.

 

Lauren Werner

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