![]() ![]() If that’s not enough to be different, we might also add HOW something is made into the equation. To differentiate from competition, we focus on the elements of WHAT that are different. Our products or services are indeed our most immediate connection with consumers and customers, and as tangible benefits and features are easy to list, this is usually what we focus on in our marketing efforts. So often, we focus primarily on WHAT it is we offer the world. And as the title of the book suggests, we should start from the inside out, start with WHY. The core idea of the book is the Golden Circle, a simple diagram with three layers of WHY, HOW and WHAT. And with 2016 as my year of positive change, I thought Start with Why by Simon Sinek would be an appropriate place to start – and it was! Not only did it help me formulate my own why better, I also had the opportunity to immediately put the theory to use on a pro-bono case for a local ecology NGO in the Netherlands. One of my New Year’s resolutions was to read more from my huge pile of non fiction books before it buries me. ![]()
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