One of the most famous speeches in history is that of Martin Luther King Jrs ‘I Have a Dream Speech” as its impactful message inspired change and action those who heard it and continues to do so to this day. But one of the reasons it was so impactful was because of how it was structured, a method called the “Golden Circle '' identified and named by Simon Sinek. Sinek specifically uses the examples of Martin Luther King Jr, the company Apple, and the Wright brothers as examples of where this method was used successfully to inspire, market, and promote oneself or products. Luckily - for those of us who are not MLKJ, Apple, or a Wright brother - we are still able to incorporate this method into our lives.
In Simon Sinek’s TED talk titled “How Great Leaders Inspire Action”, Sinek outlines the structure Martin Luther King used in his famous speech and gives examples of where this method has been used in the successful marketing strategies of various companies.
The method is simple: start with WHY you’re doing what you’re doing, then HOW you are/plan on doing it, then end with WHAT you’re doing - essentially the opposite of what we are inclined to do. That might be a little confusing, but let’s break it down.
WHY - by starting off with why you’re doing what you’re doing you can immediately appeal to people's pathos and get them essentially on board with your mission, whether that's acceptance to a university or getting a good job. One of the great things in starting off with your why is that the audience isn’t bogged down by the logistics of your mission and are much more likely to be open to what you’re “selling”. Starting off with your why is important; many people and organizations will not know why they are doing what they are doing, what their motivations are or what inspires them, and will often not speak on it at all. Stating your why lets people know what your purpose is, your cause, and your beliefs. It is this WHY that inspires change and action in others, and it is what will take your application, speech, or essay to the next level.
The next part of the Golden Circle method is your HOW - how you’re different or a better choice than other applicants, how you plan to achieve your goals or how your why fits into the logistics of your mission. This appeals to people’s logos, the logic and reasoning behind choosing you or buying into what you’re selling. Your how should showcase what sets you apart from others.
Lastly, you should end with your WHAT. Everyone knows what their what is, it’s the most clear and simple part of the Golden Circle. You are a student who values higher education, you are a web designer applying for a job at a company, you are a political activist lobbying for change. As Sinek states, “People don’t buy what you do, they buy why you do it.” The way the Golden Circle works is that it goes from the most difficult part to the easiest - the complete opposite of what we are usually inclined to do - so by ending with your what you are essentially putting the most important parts of your mission first, the parts people will “buy”.
"People don't buy what you do, they buy why you do it." Simon Sinek
Here is a great example that Sinek uses to showcase the Golden Circle, modeled after Apple’s marketing strategies: "(Why) Everything we do, we believe in challenging the status quo. We believe in thinking differently. (How) The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. (What) We just happen to make great computers.” Apple is the most successful computer company in the world despite the fact that many other companies are just as qualified to make the products, the difference is in how they market. Companies like Apple don’t sell computers, they sell ideas and beliefs - they appeal to our emotions.
So next time you find yourself having to convince someone of your mission, whether over email, an application, an essay, or a speech, use the Golden Circle method to maximize the impact you will leave on your audience. It might be easier to start with what and then move from the outside of the circle in, but you will have more impact starting with your why and your motivations. Good luck!
By Sallie Hinkle
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