In order to tell the story of your company, we first have to understand one thing. Why do we want to tell it? Who will be interested in reading the history of my company? Is it being written to have the story documented and shared internally? Or do we seek to transmit something to our clients that makes us who we are?
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We have two different audiences that we have to fall in love with with our story. Our internal client, whom we want to attract to work with us, and our external client, the one we want to buy from us.
Everybody has a story to tell. Your company is no different. Malcolm Gladwell mentioned that as an essayist ( non-fiction ) it is more difficult to attract an audience. What makes you so interesting that they want to read about you? - He says. Therein lies the challenge. I think we have to combine a series of things so that people are interested in reading us. Here I am going to talk about 3 different elements that make up the famous Simon Sinek Golden Circle in order to create a connection with your future employees or potential clients through the history of your company.
THE WHY (WHY)
Simon Sinek's theory is that very few organizations know why they do what they do. What is their purpose and what do they exist for.
When we can convey that, everything changes. Not only for whom we want to attract as talent but for our client, especially for our client. What is our purpose of having you as a client, where are we going to take you and why. It is not just about generating sales, being successful, profitable, it must be about something else.
Once we get to know this, we ourselves cause an incredible change in the way we create content. This allows us to be transparent and therefore generate greater trust in customers.
Simon Sinek talks about how we should always start with why. His theory goes around that passionately communicating this is a way of communicating with your audience within the limbic system in people's brains. What controls our emotions such as trust and loyalty, as well as decision-making.
THE HOW (HOW)
How have you managed to be successful in your industry? It is important to talk about a proven process that you have enough experience with to tell a customer for sure that you can help them, or in that case, that your product works. This is because it is done in the best way and you have a belief in your product / service or whatever you are selling. You can speak confidently about how you got there and your track record is valuable for the same.
Ultimately this is where we answer the most basic question of our clients ... how are you really going to help me without deception?
THE WHAT (WHAT)
It should be relatively simple for any leader in an organization to articulate their "What". This, however, must be added because it is what the first two points summarize. It is a collection of ideas that comes from your why and your how, which has now become your product and service.
These 3 summarize your differentiator as an organization and it is your value proposition, you must know how to transmit it in the digital world and this must be something essential within your digital strategy.
The history of your company to be created with these 3 points in mind to be able to give meaning and especially something of interest to your reader.
This is why the famous "Golden Circle" that Sinek created is such an influential theory of leadership. At a professional and organizational level, this is what will allow you to differentiate yourself, stand out and separate yourself from your competition. To attract talent, and to attract your clients.
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