If you’re familiar with Simon Sinek‘s Start with Why, then you’re familiar with his Golden Circle.
Your Why is at the core.
It’s wrapped in your How.
And the circle’s outermost ring is your What.
The pitch: Most companies pitch themselves outside in (What you do, How you do it, Why you do it). But working inside out (Why, How, What) is far more inspiring and effective.
Because the model is so simple, yet powerful, Sinek’s 2009 presentation at TEDx Puget Sound is one of the most viewed TED videos ever (see it).
Here are two non-competitive, side-by-side looks at (and listens to) the same song producing a dramatically different customer experience. And what that means for your business.
The What: the same notes played and the same lyrics sung in the same order.
The Why and How: wonderfully distinct musical outcomes.
A chorus of “I told you so” came down last week as headlines tied minimum wage hikes to job automation.
Fox News: “Minimum Wage Hike Backfiring? Wendy’s Increases Self-Service Kiosks”
Washington Times: “As minimum-wage hikes become mandatory, Wendy’s looks to expand self-service kiosks”
Investors.com: “Wendy’s Serves Up Big Kiosk Expansion As Wage Hikes Hit Fast Food”
The idea: raising minimum wage causes companies to eliminate jobs, bringing in job automation through self-service.
Keep in mind that Wendy’s itself only operates only 10% of stores, including zero in California (a minimum wage warfront), so they don’t fully bear these costs directly. Also, they cited competition to “access good labor” as a key driver of wage inflation. And especially as the fast foot market softens overall, price competition remains fierce and cost pressures remain high.
Notable in the Wendy’s announcement was that mobile ordering and mobile payments are also coming.
And here’s where any confusion about correlation and causation breaks. And where a brief consideration of job automation begins.
There’s an inevitability to it all (maybe).
“It’s rarely one brand that knocks off another. Usually, brands succumb to self-inflicted wounds.”
See what I did there? I opened up this post about quotes from You Can’t Ride Two Horses with One Ass by branding expert Kurt Bartolich with a quote from the book.
The essence of the opening quote and of the book is brand conservancy. Protection. Vigilance. Curation.
Many branding books have been written on how to build a brand. Now we’ve got a clear and concise guide to nurturing and protecting our most valuable asset from the lack of discipline and understanding that devalue, if not destroy, our brand.
The book title itself is a quote. “I immediately recognized how it embodies everything I believe about branding,” Kurt writes in the opening chapter about the expression he heard an account manager use with a client.
And with that … two dozen quotes about brand conservancy from You Can’t Ride Two Horses with One Ass.
First, the good news. Any day now, we should receive a free shipping label from HP to send our useless printer to one of their recycling centers.
That’s the full and complete extent of the good news.
This is the story of an otherwise functional HP PhotoSmart 6525 All-In-One Inkjet Printer that stopped printing black ink and, as a consequence, faces the fate of dismantling and (hopefully) reuse.
A customer talking about your company to a friend.
A new hire announcing his or her new job with your company to family and friends on Facebook. And prior to that, he or she is a recruit considering your offer and discussing it with a spouse, mentor, family member, or friend.
A supplier justifying an extension of your company’s contract with his or her team members.
Members of a neighborhood association weighing in on your company’s planned expansion.
What are they saying? What story are they telling?
How do they describe your company? Above all, how do they feel about you?
If you don’t have confidence in your answers, read on.
“We have three general guidelines for all promotional efforts by Patagonia, both within and beyond the pages of the catalog:
- Our charter is to inspire and educate rather than promote.
- We would rather earn credibility than buy it. The best resources for us are the word-of-mouth recommendation from a friend or favorable comments in the press.
- We advertise only as a last resort.”
Written by Patagonia’s founder Yvon Chouinard and quoted from page 155 of Let My People Go Surfing: The Education of a Reluctant Businessman, these words set up a strong content marketing approach.
Part book review and part illustration of content marketing, this post breaks down the why and what of a beautiful, 68-page print catalog recently delivered to our home by the United States Postal Service.