“A person’s a person, no matter how small.”
—Dr. Seuss, Horton Hears a Who!
I was recently introduced to Simon Sinek’s 2009 TEDx talk on his Golden Circle. If you are not among the 26,153,483 people who have already viewed it, please take the time to watch it now. It’s only 18 minutes long.
Sinek’s Golden Circle (WHY, HOW, WHAT) distills the connection between the biological brain and the steps that leaders need to take in order to make strategic and relevant decisions. According to Sinek, most organizations operate within the quantifiable and tangible WHAT and HOW areas. The WHY is the reason organizations do things; it’s their purpose or mission. Sinek describes the WHY as the inspiration point.
I was impressed by how many concepts the Golden Circle contains: ideas behind short- and long-term goals and thinking, as well as ideas behind quantitative and qualitative analysis. It can be seen as a variation of the classic information and problem-solving 5W model (WHO, WHAT, WHEN, WHERE, WHY). But Sinek’s model is simpler, and explains much more about how organization leaders need to look at their companies and products. Still, Sinek misses two very important components of effective decision-making and problem-solving: WHO and CULTURE.
The Importance of WHO
According to Sinek, “There are only two ways to influence human behavior: you can manipulate it or you can inspire it.” Sinek uses Apple as an example of the idea behind the WHY. He presents the case by stating Apple’s purpose and mission: “Everything we do, we believe in challenging the status quo. We believe in thinking differently.” To whom is Apple talking? The experience of Apple’s products creates very strong connections, but it’s not for everyone. There are about a billion active Android users and Windows continues to dominate with 91% the market to Apple’s 7%.
So, the question here is: WHO is Apple trying to inspire? If you cannot establish the WHO in the equation, it’s difficult to figure out the WHY. This is the focus and value of human-centric design thinking methodology.
Who is WHO?
Researchers typically focus on demographics to gather quantitative information on people, but this only provides half the picture. The other half can be obtained through psychographic information. Demographic information only presents behavioral data. Psychographics goes farther: It shares the WHY or the context. How do people’s personalities values, opinions, attitudes, interests, and lifestyles influence their decisions? Factor in their culture and history as well, along with the influence of current trends, and what emerges is a more complete context and understanding of their needs and actions. This is what will tell you WHY something will inspire them. Actors refer to this as “motivation.”
In order to properly identify who the WHO are, you must identify their main behavior points. There are four in all: Identity, Engage, Mechanics, and Technology. These pieces all exist within CULTURE. CULTURE shapes our values, needs and standards. CULTURE creates unwritten rules, expectations and emotional reactions. CULTURE is also shaped by history and helps to develop future trends. This information is necessary to create a complete picture of who people really are and which of their needs must be fulfilled in order to create a meaningful experience.
What makes up the WHO?
Identity: What makes us who we are. What are people’s expectations?
Engage: How do we connect to others, receive messages and learn?
Mechanics: The nuts and bolts that make up our daily routines and lives.
Technology: What technology do we use and why do we use it?
Culture: This is where we exist. It helps guide our decision-making process and emotional needs.
Lets place the WHO in the center of the Golden Circle and see how this model can be used in a current topic.
Solving Complex Problems
On March 3, 2016, Mitt Romney spoke about Donald Trump, attacking his policy proposals, character, and his record. The speech was an attempt to rally the Republican constituents towards one of the other candidates. It was full of facts, thoughts and opinions about Trump, but who was Romney trying to inspire?
According to the Pew Research Center, the majority of Republicans (65%) want an ‘outsider’ candidate who has new ideas to earn the nomination, rather than someone with government experience and a proven record. A Wall Street Journal/NBC News poll conducted in October 2016 shows that 57% of the Republicans are “enthusiastic about or comfortable with” a candidate who’s new to politics. Another Pew Research Center survey shows that conservative Republicans are very engaged and active in the political process. Therefore, it’s no surprise that they are strongly connected to and vocal about a self-proclaimed outsider like Trump.
There are plenty of quantitative facts that indicate why Donald Trump is popular. Yet the main reason for his appeal may lie elsewhere. A survey by the Rand Corporation shows that Trump speaks for those who feel they haven’t previously been heard. This is an emotional connection, and the strongest bond many have with Trump. The question is why these people feel like they have lost their voice. Why they don’t feel empowered by their government? A deeper look at WHO they are is necessary.
Given these points, did Romney address Trump supporters in a way that matters to them? Last week, as Republican leaders continue to seek a strategy to defeat Donald Trump, the focus turns to Ted Cruz or possibly a third-party candidate such as Rick Perry. Will this tactic sway the Trump supporters, who are supportive of someone who is outside of the political establishment?
Lets focus this back onto the WHO, WHY, HOW and WHAT.
WHO: Trump supporters. Who are they and what are their needs and concerns? How do they learn about the issues around them? What’s the role of technology and media in this process? Why do they feel voiceless? How can they be engaged?
WHY: Inspire an alternative candidate for them.
HOW: Create a meaningful message that connects to their core values and needs.
WHAT: Switch support to another candidate.
This is not intended to be a political piece, but these recent events show that the path to solving problems and designing an engagement system needs to go through people’s hearts first.
Developing the Design System
Design thinking is a human-centric discipline focused around the WHO, which moves from the inside of Sinek’s circle to the outside. Systems and solutions are created by fully understanding the users and their needs. Demographic data is important to help shape the user picture, but it’s the psychographics that provide insight as to their emotional needs and inspiration. If Republicans truly want to guide support away from Donald Trump, they need to create a strategy that creates an emotional connection directly to WHO the Trump supporter is.
Design thinking creates a human-centric experience for people. It helps businesses achieve their goals by identifying users’ needs and creating a story or strategy with products or services that directly addresses those needs. Whether you are creating or marketing a product, leading a global organization, or teaching in a school, your goal is to design a meaningful engagement system, one that will inspire and engage people. Apple, Starbucks, Wegmans, and Build-a-Bear are very different organizations that provide unique experiences that are connected to their customers’ emotional needs.
Simon Sinek’s Golden Circle is excellent at explaining how organizations can understand themselves better and lead with an influential message. It remains true that people are more connected to a product or a service because of WHY you do something. However, understanding the WHO for whom you exist is vastly more important. Making the connection to CULTURE extends the framework and assists in finding solutions for complex problems.
Sinek’s Golden Circle is simple, smart and inspiring. Sinek’s book, Start with Why, is an insightful read and I recommend it to everyone. It’s with great respect to Sinek that I write this article and I thank him for inspiring the conversation.