The Golden Circle of Simon Sinek is a brilliant tool to map a 'business know why' or belief system of a brand. In this presentation, we apply it to sustainability and triple bottom line entrepreneurship

1. Why
How
What
The Golden Circle
“Simon Sinek’s tool on ‘business know-why’ applied to
sustainability”
www.trinity-planning.be

2. Facts and figures
Belief and excitement
Business know-how
Business know-why

3. Why
How
What
Simon Sinek, the Golden Circle

4. ?
Why
How
Differentiation, what’s better?
What’s smarter?
What
Telling and selling what you do
(products, features, price)

5. [WHAT] We have to decrease
the footprint of our company
[HOW] by reducing waste and
emissions, and design more
eco-friendly products [WHY] to
safe us from climate change…
Boring…

6. “People don’t buy what you do,
they buy why you do it”

7. Facts and figures
Belief and excitement
Business know-how
Business know-why

8. Why
Wanna buy one?
How
They’re beautiful designed and user
friendly.
What
We make great computers

9. “It is about turning this
argumentation structure upside
down”

10. Why
In everything we do, we believe in breaking the
status-quo, we believe in thinking differently
How
the way we break the status quo is by making our
products beautifully designed, easy to oversee and
user-friendly.
What
thinking like that, we just happen to make great
computers, phones, music devices and probably
a zillion other things in the near future.
“The hardcore belief system”

11. STARTING FROW WHAT:
Low margins > many models > many features
A lot of advertising
STARTING FROW WHY:
High margins > few models > few features
Few advertising

12. “Not idea-driven, but ideal-driven
belief-systems”

13. Why
Dove believes that the world
would be better if women where
allowed to feel good about
themselves
How
That’s why we reject the artificial
beauty ideals of the cosmetic industry
and reclaim natural beauty in all our
touch points with the audience
What
We do that, because we happen to
produce a range of
personal care products for all ages

14. “As the Golden Circle is not idea-
centric, but ideal-centric, I believe
it is an excellent tool to develope
a core beliefsystem for a
sustainable product, service,
project, …”

15. “Cradle-to-cradle”

16. Why
We believe that ongoing
prosperity happens if we make
humankind back native to
nature
How
We can do that by changing our design
intention. By remaking the way we
make things: turn the make-take-waste
practice into endless closed-loop-
cycles
What
Designing the cycle and not the
product, houses will produce more
clean water, and produce more energy
then it consumes. Houses become like
trees, and cities become like forests

17. “Organic”

18. Why
We believe that beauty is as
beauty does. It is a natural
thing that can only be achieved
with respectful care and
kindness
How
From this understanding, we’ve
connected people with the art and
science of pure flower and plant
essences from the early beginning
What
That’s how today we’re the non-
disputed sustainability front-runner in
our industry with a top range of
organic, C2C Gold certified beauty
products

19. “Imagine the dirtiest company in
the world”

20. Why
After the massive spill, we finally started to
understand that we should work radically hard
developing alternative energy solutions….
How
…
What
…

21. “Some tips and tricks on writing
your own”

22. Why
Your belief as close as possible to
the companies core business and
How
target audience
Your proposition. As new,
differentiating and relevant as
possible
What
The measures and bottom line
benefits (less costs, more profit)
Some advice

23. Example
“Sustainable kinder garden?”

24. Why
I believe that parents today only
want the very best for their children
and suffer a sort of fear against our
over-polluted world
How
That’s why a natural kinder garden
that is like a farm with organic food
and a natural environment to play
would work good in this area
What
The socio-demographic potential is
huge and thanks to this list of
potential strategic partnerships and
subsidiaries, the project is more
cost-effective than expected.

25. Goal…
If you have the chance to open
your mouth for 30 seconds
only… the CEO should asks
you to tell the full story

26. Why
How
What
Start write your own, now!

27. We should relocate dreams and
build belief!