He challenges you to ask why you do what you do (beyond making money) – What’s your purpose? What’s your cause? What’s your belief? Why do you get out of bed in the morning and why should anyone care?
He calls it the Golden Circle:
why -> how -> what.
This idea is relevant to profit businesses and also to non-profit organizations.
Simon says most organizations think first about what they do and then move to how they do it and then finally to why they do it. His insight for brand positioning is that leaders think differently. They focus on why they do what they do or the core purpose of their company purpose or positioning.
This is one of the most thought-provoking videos related to brand positioning and marketing that I’ve ever seen. Watch it! It will inspire you. It will help you create a better company and better brand positioning, better marketing, better advertising.