What it is for
The Golden Circle is a way of building a business’s message by starting from why it exists, then how it works and finally what it offers. People remember those who communicate a clear purpose more easily than those who simply list products.
The three circles
- Why: the purpose, the belief that drives the business.
- How: the method, what makes it different.
- What: the actual products and services.
How to use it
You write one sentence for each circle and check that they are consistent with one another. The why shapes the tone of voice and the stories to tell; the how becomes the difference to demonstrate; the what remains the offer, presented as the natural consequence of the first two.
An example: the artisan patisserie
Why: we believe celebrations are remembered for the taste of home. How: only local ingredients and slow methods, every day. What: festive cakes and made-to-order cakes, delivered the same day. The social media message starts from the stories behind the family recipes, not from the price list.
Mistakes to avoid
- Writing a generic why, such as “satisfying customers”.
- Talking about a purpose that the facts do not back up.
- Using the Golden Circle only in the slogan and not in the content.
