Start with Why: Creating a value proposition with the Golden Circle model
Simon Sinek explains how to truly differentiate a brand when most fail
Leadership expert Simon Sinek is perhaps best known for giving one of the most popular TED talks of all time, which you can view at the end of this post. Its focus is on how leaders can inspire cooperation, trust and change in a business based on his research into how the most successful organizations think, act and communicate.
I think that marketers will find the most value in his Golden Circle model, which helps give focus to how a business can stand out from similar competitors by communicating its differences. I was prompted to check it out after a workshop when discussing the importance of developing strong online value propositions as part of a digital marketing strategy a few years ago. One of the attendees working in B2B healthcare explained how they had used it with their agency to develop a more distinctive proposition for their brand amongst similar service providers.