Biology and the “Golden Circle”

Now that I have described to you my ‘Golden Circle’ I wanted to briefly touch on why I have shared this with you.

I believe it is important to share your direction with your friends, family, colleges, and clients to enable everyone to be on the same page.

You may ask why I have used these principles from an unknown name like Simon Sinek to start my ‘journey to inspire’. The answer is that as Simon discusses in his two books ‘Start with Why’ and ‘Leaders eat Last’ that these ideas are not just his principles but it is biology and the way our brain functions.

Our brain and the ‘Golden Circle’

Simon Sinek believes that the reasons behind making the ‘Golden Circle’ is that our brains work in a way that we do not necessarily buy the products or services because of their features but because of our gut feeling.

Our homo sapiens brains, our neocortex are responsible for our rational, analytic thought and language and this is where the brain can analysis the “What”. Our brain can identify what the product or services is and all the nice features but cannot make a decision.

Our limbic brains are responsible for all of our feelings, trust and loyalty and are responsible for all the human behaviours and decision making. This is why some times we get that feeling that we must do or buy something or not to buy something, it’s our gut feeling. When we have a powerful “WHY” and “HOW” we reach the limbic brain of our customers, employees etc… and we are able to influences their decision.

Listen to Simon Sinek talk about the “Golden Circle” if you want a more in-depth explanation, he uses two great examples of this, one successful ‘Dr Martin Luther King’ and one not successful ‘TVO’ (which I mentioned in my “WHY” post):-

What does this have to do with business?

I think, continuing on from my previous posts, that we need to make sure that our ”WHY” is not only clear but that all our actions and the things we do make people believe what we believe. As mentioned above when the customer’s limbic brain gets that feeling that this is right for them they will generally make a decision based on this. That’s why is important to make sure that your ‘Golden circle’ is complete and all concepts work well together so that your belief’s can be identified right to the end product/service.

Does this matter to small business?

The “WHY” in small business is not normally a big issue because the business owner generally knows their “WHY” and they sell directly to their customer. Once the organisation gets bigger or the owner moves on or steps aside the business can lose focus on its “WHY”. This can cause the customer to lose belief in the business and therefore their limbic brain would tell them to take their business elsewhere. A business owner needs great leadership skills to pass the message onto the entire team and needs to put in place a succession plan before removing themselves from the business to allow the belief to continue on.

Simon Sinek discusses that the personality of a business takes after their leader, take Apple for example their personality is identical to that of ‘Steve Jobs’. Therefore it is worth noting that when you look to increase the size of your business or step away from the business you need to make sure that you leave a strong enough legacy for your personality to continue.

Help with completing your golden circle

I believe that it is very important to make sure you have clearly identified your ‘Golden Circle’ and have a business and succession plan in place no matter the size of your business. You want to continue to have everyone believe what you believe and that you have all the right procedures and skills in place for this to happen.

If you would like more assistance with what I have discussed please do not hesitate to contact me and I would be happy to help.


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