How product managers, designers and communication teams can inspire “users” to take action, build an authentic brand, and cultivate loyal customers.
Have you ever been curious about Apple’s success and why people are so passionate about the brand? In this article, I’ll explore how product teams (managers, designers, and communication specialists) can leverage Simon Sinek’s Golden Circle formula to inspire users, build an authentic brand, and cultivate loyal customers.
I occasionally pick up books to read on a whim, never anything particularly deep. It could be the eye-catching cover, the intriguing description, or even just the title that grabs my attention.
“Start with Why” by Simon Sinek is my random find for April. It’s honestly a hidden gem, and I’m so glad I pushed past the first few pages. Now, full disclosure, I’m a total sucker for romantic comedies and lighthearted reads. Anything else usually loses my interest. But 80 pages in, with countless highlights and profound thoughts later, I felt compelled to share my learnings with you.
So, you might be wondering what this book has to do with inspiring users to take action and attracting loyal users who become true advocates for your brand?
The book “Start with Why” dives into how great leaders inspire everyone to take action. It has provided me with a framework, analogies and perspectives to put into words something I couldn’t quite articulate before.
As I read through the first two chapters (by the way, I’m a product designer by day and a wannabe storyteller/DJ by night — ask me about my favorite playlist anytime!), a burning question emerged, especially since I haven’t started a business yet: How can I do my job better? How do I, as product designer, inspire people (users) to take action? Let that marinate for a moment.
Simon’s book emphasises the importance of “WHY” using the Golden Circle ratio — WHY is the fuel that propels everything else. While reading, I kept identifying situations where I wanted a deeper understanding of “WHY” and all the reasons why I had that intense desire to delve deeper.
The golden circle provides a way to communicate consistent with how individuals receive information.
Sinek argues companies/leaders need to communicate a clear WHY (purpose, cause) beyond just WHAT (products). Starting with WHY inspires loyalty and attracts those who believe in the cause. As people will buy into the WHY, not just the WHAT.
“People don’t buy WHAT you do; they buy WHY you do it.”
His point: People connect with WHY. When people understand your company’s WHY, they perceive your brand as authentic. A strong WhY resonates with people (users) and inspires loyalty. It differentiates you from competitors who may just be focused on the WHAT (products). A clear WHY gives your actions meaning and builds trust with those who believe in your cause.
Apple’s success exemplifies this. We understand their WHY, which makes them authentic and fosters brand loyalty.
He says that most businesses/companies focus on communicating the WHAT and HOW, neglecting WHY. By leading with WHY, companies inspire action and need to rely less on manipulation to gain loyal customers. Tactics like price drops and promotions can motivate purchases and achieve short-term goals, they don’t necessarily inspire customer loyalty.
To illustrate his point further he provided example (refer to page 40–41) of how applying the golden circle analogy in marketing communications can triggers a different reaction in people. For example, a regular marketing communication would look like;
We make great computers. They’re beautifully designed, simple to use and user-friendly. Wanna buy one?
This example starts with WHAT the company does does and then HOW they do it or how they are better.
Here’s another example below that starts with WHY. Assume it’s from Apple Inc, it’s also in the format Apple actually communicates in.
Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple and user friendly. And we happen to make great computers. Wanna buy one?
It feels different from the first one and it’s more compelling. All that happened was a reversed order of information. This is how Simon Sinek encourages us to communicate, with the WHY first. All of our actions after the WHY has a different feel to it.
How do we, as product designers, communications team and product managers, inspire users to take action?
Now, let’s switch gears. Here’s a story from my time working at Invygo, a car subscription platform. During a brainstorming session where we were discussing ways to increase customer retention, specifically getting people to extend their car subscriptions. I had a random thought: what if we encouraged people to personalise and customise their cars? Maybe that would make them feel more attached to the cars and, in turn, lead them to keep them for longer periods. One of our key business goals was to have customers renew their contracts and extend their leases. At the time, we offered four different contract lengths: 1, 3, 6, and 9 months.
We had two team “acquisitions” and “engagement” teams. I worked with the engagement team so my job was pretty focus on getting users to engage. While both teams have distinct goals, they ultimately share the same mission: to get users subscribed to a car. The engagement team, however, takes things a step further by ensuring our subscribers are happy and well-supported throughout their entire subscription period.
I’ll apply Simon’s Golden Circle rule for communicating using Invygo to hopefully get my point across. Invygo’s WHY:
Cars are more than just a mode of transportation; they represent freedom, mobility, and adventure. At Invygo, we believe in making car ownership simple and accessible to all. We are committed to providing individuals with the best financially inclusive car subscription experience possible. Need a car? Try Invygo.
You’re sold right?
Invygo HOW: Invygo’s car subscription service is different from renting or buying a car. We offer the best of both worlds. Unlike renting, we don’t require our customers to make a large deposit upfront. You can also choose the exact car model and features you want through our app, a benefit that rental companies don’t offer. Alternatively, buying a car comes with high up-front costs, long-term commitment, maintenance, registration, and insurance charges. With invygo’s monthly plans, our customers pay an all-inclusive monthly fee without the additional paperwork and cost.
Invygo’s Golden Circle: WHY, HOW, and WHAT
During that brainstorming session, my thought process and all of my suggestions stemmed from a clear understanding of our company’s “WHY.” Here’s why personalisation is key for car subscriptions:
- Renting Feels Impersonal: When users “rent” cars (subscribe), they may hold back on personalisation because they don’t feel true ownership.
- Subscription Ownership, Personalised Feel: By offering options for non-invasive personalisation within an active subscription, we bridge that gap. Users can feel more comfortable and relaxed, leading to longer subscriptions. This aligns perfectly with Invygo’s “WHY”: making car ownership simple and accessible for all.
- Building Loyalty Through Personalisation: While we’ve provided car ownership through subscriptions, users are aware they’re subscribing, not owning. Adding a small personalization option can subtly trigger a sense of ownership, making them feel more comfortable and relaxed with the car, even if it’s subscribed. This fosters loyalty and keeps users subscribed longer, ultimately fulfilling Invygo’s purpose.
Invygo’s WHAT: Bringing the WHY to Life
Understanding Invygo’s WHY provides context for its HOW (subscription model) and WHAT (product offerings). Here are some key aspects of our “WHAT”:
- Car Swapping: Users can switch to a different car whenever they need.
- Flexible Subscriptions: Subscribers can choose the timeframe that best suits their needs.
- Value-Added Services: We include insurance, car maintenance, and other benefits in the subscription.
- Subscription to Own: This option allows users to eventually own the car they’re subscribed to.
- Personalization: Users can add non-invasive personal touches to their subscribed car (my suggestion, also provided by invygo).
Communicating the Value Proposition: By communicating these offerings, we show users how Invygo removes the financial barriers to car ownership. We handle maintenance, insurance, and offer flexible subscriptions, making car ownership accessible to a wider audience. This aligns with our “why” of making car ownership simple and accessible to all.
The Golden Circle: WHY, HOW, WHAT
As Simon Sinek emphasizes, the power of the Golden Circle is to find a perfect balance of your WHY (purpose), followed by HOW (methods) and WHAT (products/services). Authenticity is achieved when all three elements are applied in the right order.
For product designers, communication teams, product managers, and any product-related team: Apply Simon Sinek’s Golden Circle principle. Consider both the business and the user in your decision-making process. By starting with WHY, you’ll inspire users, encourage action toward your product, and cultivate loyal customers.
Conclusion
A clear understanding of WHY allows communication to resonate with the right audience. Starting with WHY creates a sense of purpose and can inspire both the users and the team behind the product.
Random find will house all of my not so random discoveries. A series?🤔 maybe. I don’t know yet.
