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Persuasion through the Golden Circle

2021年10月16日 19:41

1. What is the Golden Circle theory?

Proposed by Simon Sinek, this is a theory that states you can gain the empathy of many people when explaining things by communicating in the order of "WHY," "HOW," and "WHAT."

Humans understand "WHY" in the limbic system, which governs autonomic nerves, memory, and instinct. Therefore, people are drawn to and make decisions based on "WHY" intuitively, rather than rationally.

2. What is the difference?

Ordinary explanation
"WHAT" We have made a wonderful computer.
"HOW" It is a user-friendly product with a beautiful design that is easy to use.
"WHY" Would you like one?
It feels like you are explaining it because you want me to buy a computer.

Explanation using the Golden Circle theory
"WHY" Everything we do, we do with the belief of changing the world.
"HOW" The way we change the world is through products that are beautifully designed,
easy to use, and user-friendly.
"WHAT" And so, this wonderful computer was created.
Would you like one?
I empathize with a beautiful, simple computer made to change the world.

"WHY" ... Why you do it (belief, purpose, what you do it for)
"HOW" ... How you do it (explanation of products or services, methods, theory)
"WHAT" ... What you do (products, services)
WHY attracts people and moves their hearts!!

3. Who does it resonate with?

People empathize with "WHY," and that leads them to purchase items, receive services, or support activities.As for what kind of people are moved by "WHY," it is related to the "Diffusion of Innovations theory," which classifies people into 5 types based on how quickly they purchase new products."Diffusion of Innovations theory"

Innovators (2.5%)A group of innovative adopters who are willing to adopt new things.

Early Adopters (13.5%)A group of early minority adopters who are sensitive to trends and gather information and make judgments themselves.

Early Majority (34%)A group of early majority adopters who are relatively cautious about adopting new styles.

Late Majority (34%)A group that makes the same choice only after seeing the majority around them try it.

Laggards (16%)The most conservative traditionalists or late adopters group.

Of these, the 16% total of innovators and early adoptersdecide to purchase based on their own intuition and beliefs. To approach that segment and influence more people with products, services, etc., it is decided by "WHY" at the beginning. It is important to communicate "WHY" and have them empathize with your beliefs and values!!