Find Your WHY

Build deeper brand connections

Your WHY is the beating heart of your belief system, the force that sparks your passion and drives you to start each day with purpose. In the world of business, this is the fundamental reason for your existence, the foundation which your company is built upon.

In today’s crowded market, it’s not enough to simply promote the features and benefits of your products or services. Customers need to feel a deeper connection to your brand in order to choose it. This is where the Golden Circle theory, developed by Simon Sinek, comes into play. By understanding this theory, you can learn to build your brand’s message from the inside out, leading to deeper connections.

“People don’t buy what you do; they buy why you do it” – Simon Sinek

What is the Golden Circle Theory?

The golden circle theory reveals the underlying reasons why particular organizations and leaders possess the ability to inspire, whereas others fail to do so. It emphasizes the significance of communicating from the inside out, beginning with the why. While most organizations know what they do and how they do it, very few understand why they do it. Take a moment to reflect on the purpose behind your organization’s existence.

Start with WHY

Understanding the biology behind decision-making is essential. Our neocortex processes facts while the limbic system governs emotions and behaviour. Organizations can create emotional connections and influence decisions by tapping into the limbic system.

Hello Fresh package unboxing with instructions and ingredients

HelloFresh, a leading meal kit delivery service successfully applied the theory.

  • The WHY: To make cooking convenient, enjoyable, and accessible for all, believing that homemade meals bring joy, connection, and healthier eating habits to individuals and families.
  • The how: With curated meal plans, premium ingredients, and user-friendly recipes. They prioritize convenience by delivering pre-portioned ingredients, saving time and reducing food waste. Furthermore, HelloFresh caters to diverse dietary preferences.
  • The what: Their core products are meal kits, offering fresh ingredients and instructions for preparing delicious meals at home. They regularly update their menu, providing customers with a diverse and exciting array of recipe options to choose from.
Patagonia shop window

Patagonia, the outdoor clothing and gear company successfully applied the theory.

  • The WHY: To preserve the environment and promote sustainability in order to make a positive impact on the planet.
  • The how: Utilizing recycled materials, supporting fair labour practices, and advocating for environmental causes.
  • The what: Producing high-quality outdoor clothing and gear.

Find your WHY with Stone Create

At Stone Create, we specialise in brand development and public relations. Solid branding starts with knowing your business inside out, we will work with you to create the best possible image for your company. Get in touch to see where we can take your business.

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