Ditch the What, Find the Why
So many companies today are confused. We live in a fiercely competitive corporate jungle, where brands are wielding their innovative products and technology and fighting their way to the top. Somewhere in that struggle to be “the best” contender, the gap between the company and consumer was widened - leaving an alarming dissonance and a question: what does the consumer really connect to?
Well, the consumer doesn’t want a WHAT. They want a WHY. For so long business executives have been focused on selling the product to the consumer. Highlighting every beneficial detail and unloading mass amounts of content into the marketplace in an attempt to reel the perfect consumer in. That’s not how it works anymore.
The Golden Circle Method is a proposition by Colombia professor, Simon Sinek, that companies should stop following the traditional model of promoting their product first and explaining their motivation later. This is also known as the “What, How, Why?” method. His tactic flips that orthodox thinking on its head. Sinek is a proponent of “Why, How, What”. He thinks that to truly attract your customers, you have to give them something to believe in first. Let’s take a look at some of the most popular brands now, using the “Golden Circle” method.
Currently, marketing is shifting gears to focus on adding value at every stage of the buyer journey and empowering potential customers. The product itself does not have enough power; it is what they are buying into that truly attracts them. Take a moment. Reflect. What values are central to your company, and what do you ultimately believe in? What are you trying to accomplish in the world? That is what consumers are now purchasing.
- Coca-Cola’s key goal is basically: “We will have the courage to shape a better future.”
- Home Depot’s central belief is: “We will take care of our people.”
Coca-Cola customers aren’t just getting carbonated sugar-water. They are helping to shape a better future. Those that frequent Home Depot don’t merely want construction supplies. They want to be taken care of. Incite emotion. Give your customers something to believe in.
Then, after you have introduced the purpose behind all of your company’s activities, it is safe to start establishing how you will accomplish your goals as a company. It is not enough these days to throw out cliche blanket statements for how you will make the world a better place. There are enough of those flying around, and people are wary to believe them. As a company, you have to be transparent and clearly outline your plans.
Take a look at how these brands lay out their intentions.
- Coca-Cola says that they will shape a better future by leveraging collective genius, being real, and inclusive.
- Home Depot asserts that they will take care of people by providing excellent customer service, doing the right thing, and giving back.
You need a set strategy for how you will meet customers where they are at, and give them the value that you promised. Make sure that your company is transparent enough that they feel like they are walking with you every step of the way, and that they are educated and enthralled at every turn.
Finally, it is safe to introduce the “What” of it all. What are you actually selling? Consumer-centric marketing strategies are great and all, but they are all in vain if you do not have a quality product. However, keep in mind that your product’s purpose should stem out from your company’s central “Why”. Intentional and easily accessible, but tying everything back to a greater purpose.
These big brands know how it’s done:
- Coca-Cola just happens to make quality beverage brands.
- Home Depot just happen to sell construction products, tools, and services.
Once you put your product out there, make sure that it delights the consumer and introduces the perfect want for their need. Clearly communicate its attributes, and make it easy for the consumer to buy into your brand.
Now, what is the best way to successfully communicate your company’s Why? Through a perfected marketing strategy. Marketing Eye can help you cut through all the clutter and portray your brand at its best and your product with a purpose. Give us a call today, and let us help you with all of your marketing needs. WHY not?