As a quality manager, you're often faced with the challenge of promoting new ideas and approaches within your organization. You know you need to bring all stakeholders on board, so you create the perfect plan, think through every detail, and document everything thoroughly. You have a clear vision in mind, but in the meeting, all that comes out is something like: "Here's our new process tool," or "This is where we can all work on the processes in the future." What your colleagues hear is just one thing: change. And that sounds like extra work, not added value. The result? Your initiative gains little traction, interest remains low, and you end up doing most of the work yourself.
So what went wrong? Let’s look at the Golden Circle for answers.
Simon Sinek: Start With Why
The Golden Circle is a concept by management expert Simon Sinek, introduced in his book Start With Why. It explains why some organizations communicate more effectively than others. The Golden Circle has three layers:
Everyone knows exactly what they are doing (WHAT), some also know how they are doing it (HOW), i.e. what their value proposition or strategy is involved. But very few know why they do what they do — their WHY.
That is why most communicate from outside to inside — from the clearest point (WHAT) to the most indistinct (WHY)
Assuming Apple was like any other organization, a message from them would sound like this:
The difference is powerful. As Sinek puts it: "People don't buy what you do. They buy why you do it."
Starting with WHY inspires, creates identification, and builds a connection to the vision.
Think about your last internal project. Did you start by saying something like, "We have a new tool for process management. It's here so that..."? That’s starting with WHAT, not WHY. How much of a lasting change did that really create?
Applying the Golden Circle to Your Interactive Management System
So how can you apply this to introducing an interactive management system for quality and process management? Often, quality managers need to "sell" this system internally and gain acceptance. That’s where the Golden Circle can help.
Here’s an example structure:
Of course, this wording is general. Your organization is unique, and your version of the Golden Circle should reflect that. For instance, if you're facing a wave of new hires, your message might sound more like this:
Using the Golden Circle in Your Daily Work
So how can you use this in practice? For quality managers, the Golden Circle is a powerful tool to clearly communicate the vision and value of an interactive management system. Starting with WHY helps anchor your project more deeply in the organization. It gives people a reason to care. Employees who understand the deeper purpose of the system are more likely to engage with it. Instead of seeing it as a chore, they recognize how it supports their daily work. And when the system is used and embraced, everyone benefits.
Questions to reflect on for your next project:
Sign in to get in touch with Carsten directly.
.avif)
We are happy to provide you with inspiring content, current events and news.
.avif)
