By establishing the purpose of the project, the vision enables the team members of the projects to collaborate, it gives them a direction and it gives the team members a great opportunity to develop and grow. By having a purpose of a project, it becomes possible to answer why the project is being done in the first place.
According to Best Management Practice, a vision is "a picture of a better future". And by WHY according to Sinek very few organizations and leaders know the purpose of the things they are doing. In this section of the article the Golden Circle Model will be explained and the points that the model itself states will also be included in this section.
The Golden Circle model is a model that can be used in a variety of ways. It can be used by organizations, by people every day and by leaders among others. The leader can be the CEO of a company or it can be a project manager among others. However, the WHY part of the model is the purpose of the project. The question "WHY? However by asking WHY, the purpose of the project and its cause and belief shall be defined.
In contrast to those people, inspired leaders including project managers and other inspired people think from WHY to WHAT - from inside out and they are the ones who will drive projects purposefully.
The inspired leaders who know WHY they do the projects will not only be successful, but they will be able to sustain the success and be able to grow continuously. On the other hand, the leaders who begin to lose the idea of WHY the projects are done - the purpose and belief of the project, those are the ones who will experience lack of loyalty and inspiration among the co-workers and team members.
When the loyalty and inspiration among the co-workers are lost, the leader will according to the model most likely make use of manipulation rather than inspiration to motivate behavior.
The Golden Circle Model is not just a model that help leaders and project managers to communicate to successfully drive a project. The model is closely related to the human biology and especially the human brain.
The WHAT part of the model that a leader uses corresponds with the neocortex, a part of the brain that is responsible for analytical thought among others. However, both HOW and especially WHY corresponds with the limbic brain which is responsible for feelings such as loyalty. When leaders communicate from outside in, they are able to connect with their co-workers in terms of information.
The downside of this way of communicating a vision is that it will not drive behavior. On the other hand, when leaders communicate the vision from inside out, it triggers the part of the human brain that is responsible for decision making and it will thus drive the behavior of the participants of the project.
They also need to clearly articulate the WHY to their co-workers since the co-workers need to know WHY they have to be part of a project and WHY they have to passionately work for the project. With the discipline of HOW, Sinek believes that the HOWs are the values and principles that will help leaders and the team members to successfully bring the purpose of the project to life.
The discipline of HOW is important when things seem to go wrong. When a leader is able to hold his or her team members accountable to the values and principles, it will inspire and enhance team members to team work and work more passionately. With consistency of WHAT comes authenticity. Authenticity basically means that the Golden Circle is in balance, meaning that both the leader and the team members believe the things that are being said and done. When the Golden Circle is not in balance however, then stress and uncertainty take place.
Sinek does not believe that authenticity is an absolute must in terms of having success, but it will definitely help. However, without a clear definition of the WHY of a project, the project itself cannot have an authenticity. In the late nineteenth century the new technology was to create an airplane.
The most well-known people in this regard are Samuel Pierpont Langley and the Wright brothers. The Wright brothers are the ones who are actually credited for inventing the world's first successful airplane in Langley was a well-connected man and he was well funded.
He was able to assemble a great team around him to create the world's first successful airplane. The team members included well-known engineers and the team had access to good resources in terms of materials. On the other hand, the Wright brothers did attend high school for three years, but they did not get their diploma.
Their team included people who did not graduate college and even people who did not graduate high school. Unlike Langley, they were not well funded. The only source of money they had access to, was the money they made during the time they worked at their bicycle shop. When an overview is taken of the situations, Samuel Pierpont Langley was the person who had the best chances of having success. However, the Wright brothers were the first ones to succeed in According to Sinek, one advantage that the Wright brothers had over Langley was that they had inspiration and they were able to inspire others.
The Wright brothers were inspired and motivated by a belief and a purpose - or in other words, they started with a WHY - where they also inspired their team members to drive behavior. Despite several failed attempts, the Wright brothers and their team did not give up because there was a clarity of WHY.
He was more concerned with becoming famous and wealthy. Because the Wright brothers started with WHY and because they were thinking from inside out, they were the ones who succeeded. One of the most influential persons in the twentieth century is Dr. Martin Luther King Jr. The speech was given in order to address the inequality and segregation that America was facing in the s.
At that time , civil rights supporters showed up and the speech itself was and still is considered as a defining moment of the civil rights movement. One might ask why Dr. King was so successful with his speech. Surely there were other people at that time who were thinking the same as Dr. King knew. The way Dr. King was able to distinguish himself from others was through his clarity of WHY. He was able to clearly articulate WHY things needed to change and it inspired other people to believe the same as he did.
The people who showed up heard his beliefs, they were touched by them and they were incorporating the ideas into their own lives.
As it has been stated earlier, the Golden Circle Model can be applied by leaders on different levels. The leader can among others be the CEO of a company or it can be the project manager of a project team.
Surely your over-arching goal is to build a successful commercial enterprise? The commercial imperative that should drive every business.
I think this still holds true and yet many companies struggle to understand this fundamental concept. And yet this happens time and again. The company has never truly recovered.
I believe this should start with your staff. And then, do your existing customers feel happy they made the right choice by picking your company? This is a different way of approaching marketing. To build a tribe of customers, you need to get laser-focused on who these people are. This makes it hard to narrow down to the Core Customer that will ultimately drive their growth.
When we get to the nitty-gritty of working out their Core Customer, I guide clients to focus first and foremost on the ones who buy at maximum profit. Perhaps these customers buy the fullest range of services or have the potential to do so.
Then we narrow it down to one who best represents the customers they need to target. We give them a name. Then we start to profile this customer archetype — what is Andrew trying to do in his business? Does he have a transformational challenge?
What insights tell his story? What is his background? Then I get them to work out how Andrew is likely to buy — and where they fit in this buying journey.
Finally, and most importantly, how do they want Andrew to feel when he signs on the dotted line? Otherwise, you lose the connection between how you want them to feel when they do business with you and your purpose.
These need to interlock. A massive lightbulb moment is when clients realise they only need to attract a small number of these Core Customers, maybe 10 or 20, to double their business in the next three years. In the past, their strategy has been focused on average customers. Now, they can tailor their entire approach to the needs of a specific group of Core Customers. When I was at Peer 1 Hosting, we had 13, customers globally but only of these were high value. I worked out we only needed another net annually to achieve our growth plans of doubling in three years.
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