I recently came across Simon Sinek's TED Speech (I know I must have been living under a rock for the last 3 years). If, like me, you haven't seen this before I'd recommend taking 18 minutes out of your Christmas break to watch this, or if you have seen it before - watch it again.
The Golden Circle is marketing genius... such a simple way of getting to the heart of your "brand essence" or "unique selling proposition" or whatever you want to call it.
"Why do you do what you do?" It's an excellent question and one I think many companies fail to address clearly and succinctly. Without a clear answer to this question, marketing can be a crowded shambles of features, benefits and meaningless jargon. We've all seen it and know too well that this is what typically gets produced - the "what" is seemingy much easier to communicate than the "why". The hard, hard work is cutting through all of that to the heart of "why do you do what you do? And being brave enough to lead with that.
I'm going to spend some time over the break giving the "why" some thought but here's my first shot... "I believe that marketing can be creative and measurable", "I believe that inbound marketing is the future", "I believe that people want to connect with other people", "I believe in transparency".
What do you believe in? Why do you do what you do?
