I’m a big advocate of Simon Sinek’s and his work – but I do believe the Golden Circle framework is not enough.
Simon in his framework focuses on What, How and Why – starting with Why.
In the example of apple:
- Why (The Purpose): Challenge the status quo and “Think Different”. Apple’s core belief is in the empowerment of the individual through well-designed technology.
- How (The Process): Making products that are beautifully designed, simple to use, and user-friendly.
- What (The Product): Computers, phones, tablets, and services.
But if you go one level deeper you should also be adding “SO WHAT?”.
In every conversation with a leader, they always, always, always want growth.
My first question is “Why?”
Where I usually get the idea of growth repeated back to me but in different words for example: “We want to be the best in our industry…. We want to be market leaders…”
So I go one level deeper and ask, “So what?” Which is usually met with silence.
They don’t know how to answer this.
But behind that hesitation is something more. The actual impact they want to create, even if they haven’t fully put it into words yet. The truth behind the big goals. The reason they are doing all for. When you ask it, you get a more personal answer. More honest. One they have not said it out loud before.
Next time you’re talking about your plans, goals, purpose, growth, change – don’t stop at why. Ask the question “so what?” and you’ll be surprised if you go one layer deeper and how much this brings you closer to the intention.
