The Golden Circle for Interactive Management Systems

Simon Sinek: Start With Why

The “Golden Circle” is a concept by internationally renowned management consultant Simon Sinek, which he described in his book Start with Why presents. He explains why some organizations communicate more successfully than others.

The Golden Circle consists of three layers: WHY, HOW and WHAT.

• WHY: The core of the Golden Circle asks the question “Why do we do what we do? “- this is about the vision, meaning and motivation behind action.

• HOW: The second layer explains “how” we do something, i.e. the methods and approaches.

• WHAT: The outer layer describes the output, the “what” we do — perhaps it is products, services, or some other outcome.

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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:

• “We make great computers.
• They are beautifully designed and easy to use.
• Would you like to buy one? ”

Not particularly convincing, is it? However, this is actually how Apple communicates:

• WHY: In everything we do, we believe in making a difference, breaking new ground and thinking differently.
• HOW: We break new ground by designing our products beautifully and making them easy to use.
• WHAT: We make great computers. Would you like to buy one?

What a difference, isn't it?

Simon Sinek sums it up: “People don't buy what you do. People buy why you do it.”

Apple starts with WHY: This inspires, creates identification and ensures that people connect with the vision.

Do you remember how you communicated your last internal project? You may have said: “We have a new tool for our process management. We have that, um...”? Then that was an introduction with WHAT, not WHY. How lasting was the change in behavior among the colleagues you spoke to?

The Golden Circle for your interactive management system

How can this principle be applied to an interactive management system that is used in quality and process management? As a quality manager, you are often faced with the challenge of marketing such a system internally and creating acceptance among employees. This is where the Golden Circle can help — a first suggestion from me:

• WHY: We create a working culture in which everyone's contribution counts and the best ideas are implemented.
• HOW: We enable employees to actively shape their work processes and bundle quality, processes and knowledge in one central location.
• WHAT: An interactive management system that simplifies everyday life and offers real added value.

Important: That is a very general wording. Each organization is individual and has its own unique needs — the wording in the Golden Circle should also be flexibly adapted accordingly.

Are there a lot of new hires in your organization in the near future? Is it a declared goal to support them with an interactive management system? Then your Golden Circle sounds more like this:

• WHY: We want an organization in which the knowledge of individuals is available to everyone.
• HOW: We offer people the opportunity to share their knowledge with everyone intuitively and in a cooking recipe by bringing processes, quality and knowledge to a fixed location.
• WHAT: An interactive management system that provides our new recruits with the best possible training, gives them confidence to act and answers their questions.

Everyday benefits for quality managers

How can the Golden Circle be used in everyday life? For you as a quality manager, the Golden Circle can be a valuable method when introducing an interactive management system. This allows you to clearly communicate the vision and benefits.

Starting with WHY helps you to better anchor the entire project in the organization because it gives employees a clear motivation and sense of purpose.

And employees who understand the deeper purpose of the system are more willing to use it and get actively involved. Instead of seeing the system as a chore, they recognize the added value for their daily work. And your entire organization benefits from lived processes.

Here are some food for thought and questions that you can take away for your next project:

• What is the deeper purpose or overall goal that you are pursuing with your project? (Why is this goal so important to you and your company?)
• How does this project contribute to the fulfillment of your company's long-term vision and mission? (What are the specific values and convictions behind your project?)
• What problems or needs are you trying to solve with your project? (Why is it important to tackle this project right now?)
• How will the successful implementation of this project positively impact your customers or end users? (Why is it going to make a difference in their life or business?)
• What core beliefs or principles guide your decisions when implementing this project? (How do you ensure that these beliefs are at the heart of your project?)