With over one million views, the third most popular* TED Talk of all time is by Simon Sinek titled, “Start With Why — How Great Leaders Inspire Action.”

This didn’t happen by chance. Mr. Sinek’s video is popular because it resonates with people on a biological level. His elegant concept puts to words what we find so hard to describe. He calls it, “The Golden Circle.” Here is the basic premise:

When describing a new product , the default script usually goes something like this: What is it? How does it work? Why it is important?

It seems intuitive, right? The problem is that our brain doesn’t process information in that order.  Actually, our natural order of processing is the opposite.

The actual thought process usually goes something like this: Why is it important to me? What does it do? What is it?

To illustrate, here is an example from Sinek’s book.

Computer Company A:

We build computers that are faster and have more storage than our competition.

We can run all the popular applications.

Want to buy one?

Computer Company B:

Everything we do challenges the status quo.

Our products allow you to be in complete control of your life.

We build computers.

Want to buy one?

Same product, the first described in the What-How-Why sequence, the second used Why-How-What. These are actual examples from two major computer companies.  It’s the reason people will wait in line for hours for the launch of a new phone when they can walk in the door a week later and buy it.

At The ICC, we also believe in the reasoning behind “The Golden Circle”. Our “Why” hangs in the office and is broadcast on a regular basis as a reminder of what we stand for.

Our success is measured by our customer’s success

We believe in a partnership mentality, continuous improvement methodology, and “knock your socks off” service.

We build custom control panels and provide integration services.

How can we be of service to you?

 

* Source: ted.com.