Simon Sinek, an ex-advertising executive and author, researched and studied the success of the world's leading and influential leaders. He found out that they key to success depends on the way these important people think , act and communicate. Simon decided to represent his theory as model called the Golden Circle
According to Simon Sinek, most companies don’t know why customers choose their products. Successful companies let their customer approach driven by three questions that make up the Golden circle which are “WHY” , “HOW” and “WHAT”. Simon Sinek demonstrated his Golden Circle by using computer company Apple as an example. According to Sinek, Apple starts with the WHY, the center of the Golden Circle. So instead of communicating what they do and make and how they do or make their products, they communicate their vision to their potential buyers. They think differently thereby challenging the status quo. Then they proceed to the HOW question by informing their potential buyers that their eye-catching designs are easy to use. Finally, they arrive at the “WHAT” question: they make computers. |
Simon Sinek argues that customers do not buy products because of what companies do but because of why they do it. Influential companies do not structurally differ from the competition. However their customers think they do. They want the products of these companies because they are convinced that these companies are better than their competition, namely they provide an answer the question “WHY”.
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Physiological needs
these are biological requirements for human survival, e.g. air, food, drink, shelter, clothing, warmth, sleep. If these needs are not satisfied the human body cannot function optimally. Maslow considered physiological needs the most important as all the other needs become secondary until these needs are met. Safety needs protection from elements, security, order, law, stability, freedom from fear. Love and belongingness needs After physiological and safety needs have been fulfilled, the third level of human needs is social and involves feelings of belongingness. The need for interpersonal relationships motivates behavior. Examples include friendship, intimacy, trust, and acceptance, receiving and giving affection and love. Affiliating, being part of a group (family, friends, work). |
Esteem needs
which Maslow classified into two categories: (i) esteem for oneself (dignity, achievement, mastery, independence) and (ii) the desire for reputation or respect from others (e.g., status, prestige).Maslow indicated that the need for respect or reputation is most important for children and adolescents and precedes real self-esteem or dignity. Self-actualization needs realizing personal potential, self-fulfillment, seeking personal growth and peak experiences. A desire “to become everything one is capable of becoming” |