Why is it that people are so curious to know the purpose of something? Why do they care? Why are humans constantly annoyed if they don’t know the reason? As the saying goes, it starts with why.
Simon Sinek, a well-known author and motivational speaker, states, “People don’t buy what you do; they buy why you do it.” Simon explains this concept with his “Golden Circle” illustration, which provides a framework to help organizations better understand their unique selling proposition (USP) or mission statement. The Golden Circle starts with why, continues with how, and ends with what. Many companies can tell you what they do, but not why they do it.
Simon believes that this concept works because it helps companies understand their purpose in this world. If their customers believe what they believe, the world is a better place. As interesting as it may be, this connection between a company and a client is biological. Companies create emotional connections with clients so that they relate. This is done through the innermost part of the brain, called the Limbic system.
So, what does this all mean to Acorn as an agency? Marketers, by nature, are constantly curious. We want to know what is new, what others like, and ultimately, how to be successful. This curiosity is rooted in a biological drive to connect ideas and actions with meaning. That being said, Acorn is committed to doing what’s best for our clients and are willing to do everything possible to help them succeed. At Acorn, we use our “why” to help clients find theirs.
First, Acorn believes in innovation and shifting perspectives. This is why we approach things differently. Second, we focus on how things are done. Ideas are discovered through data and insights, and our strategy is shaped through collaborative conversations with people who think in diverse ways. Lastly, Acorn happens to be a marketing agency that consistently wants to help our clients.
Overall, helping clients succeed starts with understanding their why. Humans care deeply about purpose, because it is something that is embedded in the deepest part of the brain.
