Simon Sinek uses a simple circle to make a profound point. He calls it the golden circle. It looks like this:
Sinek proposes that the most influential, enduring, innovative, profitable and inspiring people and companies reverse what most do, with powerful results. When communicating about themselves, most begin with their WHAT and then may describe HOW but very seldom talk about (or may not know) their WHY. He points to the individuals and companies that flip it – and start with their WHY – and documents the amazing difference in results.
I’ve watched Sinek’s TED presentation multiple times. But it took experiencing someone who works from the WHY personally to really understand the profound difference and the impact that working from your WHY has on others. Let me tell you what happened.
A few months ago a good friend of mine lost her Dad. I didn’t find out till after the funeral, so I reached out to her to ask for a lunch date – and we were scheduled for 3 days out. I desperately wanted to do something to honor her Dad and was struggling to determine what. Another friend mentioned Stephanie Guinn who had just started a business that put together customized gift baskets for those who had lost a loved one. “Perfect.” I thought – so I called immediately. Frustratingly we didn’t connect until 45 minutes before I was meeting my friend. By that point, I had made the decision to stop by my favorite flower shop and buy an arrangement, which I knew my friend would love. In fact, I was in the parking lot of the flower shop when Stephanie called. I was in a hurry and already had my exit line planned. But Stephanie started with her WHY. She shared that her husband had recently died at a very young age and very unexpectedly. She was left with 2 young daughters to raise. She noted how difficult it was for others to express their sympathy, and also that some knew exactly what made a big difference. As she grieved, she formulated her business, Sunset Gifts. She would help others through the grieving process by crafting custom gift baskets – with items of comfort, of remembrance of the loved one, and with a note and a handcrafted bracelet from her daughter. Without her telling me what was in the basket or how much it cost or how long it would take or be delivered, I was touched, inspired and hooked. I left the flower shop and went to lunch empty handed, but listened intently as my friend talked about her Dad.
I went home that day, and passed along the obituary and a few tidbits about the deceased to Stephanie. A few days later my friend received a wonderfully customized bereavement basket. She was overcome by how special the basket was and said, “It was almost like you knew my Dad.” I was so happy to do something of meaning. As a result, I will not only use Sunset Gifts when I need something for a grieving friend, but have referred her to at least 5 others in a few short months.
So, I ask you a compelling question. What is your WHY? And if you don’t know it, WHY NOT? And if you do know it and you’re not living it, WHY NOT?
