Over the years, thousands of nascent organizations appear and many others that fight for survival, seeking at all times to be favored by the market to which they direct their efforts.
The vast majority of these organizations follow pre-established formulas that have functioned adequately through many years, however, in order to achieve true success, it will be necessary to restructure the thinking of the leaders of these companies, the way in which they are themselves they conceive and the perception that the market to which it is directed has of them.
The Golden Circle is a model created by Simon Sinek, which is defined as a simple but powerful concept, whose purpose is to direct the leaders of the organizations to ask the question: Why?
Sinek is a collaborator of the United States Armed Forces, in which he adds his knowledge regarding innovation and planning.
The Golden Circle makes a clear description of the differentiation, What do some people do, to be followed by others? Why do some people go out of their way to try or buy what others offer?
All this is directly related to the full identification of the leaders who are in charge of the different companies.
They have identified what they believe in, and they follow ideas with which they are identified.
Sinek through the golden circle describes the formula that great leaders have used over the years to have thousands of followers, describes the efficient way that characters such as Steve Jobs or Martin Luther King have applied effectively and in some cases unconscious the wonderful golden circle.
WHO IS SIMON SINEK?
Character of British origin, settled since his adolescence in the United States, Simon obtained a law degree from the University of London, has stood out as a writer, speaker and consultant for large organizations within which are the army of the United States of America, Disney and Microsoft.
Author of the book "Start with why" in 2009, where they describe the aspects in which the brain biologically makes decisions.
Creator of the concept "The Golden circle", as an inspirational model for creating leaders. He founded his own company in 2010, where he was contacted to provide planning and innovation services to the US Army.
Writer of some articles in "The new york Times". "Wall Street Jornal", "The Washington Post" among others. Now a great speaker, speaker and consultant.
WHAT IS THE GOLDEN CIRCLE?
It is a model that defines why consumers decide to buy one product over another, believe in a proposal or simply follow someone else.
Its creator Simon Sinek describes it as the pattern that all highly relevant companies follow. In the vast majority of existing companies, all employees know what the organization does, from the humblest employee to senior management, but few know "how" it is done, and ultimately very few can define "why" They do, and paradoxically this is the most important point, which all members of the organization should understand.
Golden Circle model
Source:
"People don't buy what you do, they buy why you do it" Sinek Simon.
The creator of this concept defends the fact that the vast majority of companies work in an unsuitable order, "they do it in reverse," he describes that the right thing to do to grow a business is to publicize the Why? We are developing these activities or products. How? We make things happen and finally, what do we do? What is the product or service that is offered?
The Golden circle can be described as a model for leadership, where the “why” (the cause) is located in the center, followed by the “How” (which will mean a value proposition), which will be covered by the “what ”(Products or services offered)
There are a large number of organizations that, in carrying out their activities, think and transmit their ideas from the outer circle to the inside, from the general to the specific, from the simple to the elaborate.
However, according to Sintek, companies considered successful, regardless of the size or the market to which they are directed, carry out their activities in reverse, think, act and communicate from the center of the circle to the shores.
Studies indicate that long-term defined tactics are essential to achieve the success of an organization, to be able to overcome the difficulties that exist at any given moment.
All employees of the organization must know the goals of the organization and collaborate so that they can achieve their objectives.
DEFINING THE WHY DO YOU DO IT?
For practical purposes it will be necessary to ask some personal questions… for example, why do you do what you do? Would it be wise to do something else? What were the reasons that led you to start your company in this turn? Why do you feel so unmotivated on some occasions?
Why we do this or that activity is the engine that drives the activities, but if you are not fully identified with why the dedication and strength with which the activities will be carried out will be considerably reduced.
THE GOLDEN CIRCLE OF INNOVATION
“Knowing your why It is not the only way to be successful, but it is the only way to maintain lasting success and have a greater mix of innovation and flexibility. When a why Difusao is found, it becomes much more difficult to maintain growth, loyalty and inspiration that helped the original success «Sinek, S. (2009).
Crossan and Apaydin mention that in organizations there is the "dimension of innovation" and the "determinants of innovation" within which a new concept called the "golden circle of innovation" can be formed
| DETERMINANTS OF INNOVATION | DIMENSION OF INNOVATION | |||
| LEADER | MANAGER | PROCESS | INNOVATION AS
PROCESS |
INNOVATION AS
OUTCOME |
| SKILLS OF
MOTIVATION AND INNOVATION |
MISSION, GOALS AND
STRATEGIES |
TAKE
DECISIONS |
RESOURCES (MARKET
/ OPPORTUNITY) |
FORM (PRODUCT /
SERVICE / PROCESS / MODEL OF MEGOCIOS) |
| STRUCTURE AND
SYSTEMS |
DIRECTION OF
UP DOWN / FROM DOWN UP) |
|||
| MEANS | DEVELOPMENT E
IMPLENETATION |
SOURCE
(INVESTIGATION / ADEQUACY) |
SIZE | |
| CULTURE
ORGANIZATIONAL |
PLACE (STATION OF
JOB) |
REFERRER
MARKET/ INDUSTRIES |
||
| LEARNING AND
KNOWLEDGE |
COMMERCIALIZATION | KIND
ADMINISTRATIVE /TECHNICAL |
Finding the reason for innovation is based on leadership and defining a mission that satisfies a need and therefore the need for innovation.
In a world where competition becomes more rigid, the productivity rate of innovation in the products and processes carried out must be raised.
EXAMPLE OF A GOLDEN CIRCLE OF INNOVATION
WHY APPLY THIS METHOD?
At the beginning of each working day, when we see ourselves with the interest of expanding the business, increasing profits or discovering that the interest to start a new project is born, there are questions that arise such as: Who will be the consumers of this product? What market will it be aimed at? How to attract new customers?
All these questions are understandable and adequate, but the problem is that they are asked at the wrong time, the question that must be asked at the outset is undoubtedly Why?
"What one does simply demonstrates what one believes." Sinek s. (2009)
This type of questioning turns out to be very useful when making a work plan, where you can identify the areas of opportunity that the organization has.
In other words, the actions or proposals that are proposed must be identified or not, to achieve the objectives established by the organization.
LEADERSHIP MODEL THROUGH THE GOLDEN CIRCLE
This model or technique attempts the creation of leaders to guide your organization towards success, by generating an environment capable of efficiently involving and engaging the collaborators who carry out their activities within it.
All organizations wishing to own a captive market should adequately convey to the customer the mission of the organization, committing them to their ideals (which will be the same as the organization), rather than just purchasing an item.
SUCCESS STORIES IN GOLDEN CIRCLE
APPLE AND STEVE JOBS
There is no doubt that one of the most successful companies worldwide at the moment, is the one that for a long time was led by Steve Jobs, the famous Apple, this company has been characterized by having products with high technological innovation, in addition to having with thousands of faithful followers, which year after year are increased in number.
This is because their beliefs and values are well founded, in addition to making them known to their clients at all times.
UPS MESSAGING
There is a watershed for this company, which occurs when the leaders of this company begin to identify the transferred objects not as "packages" but as "patients" (due to the fact that on many occasions medicines were transported).
The slogan underwent modifications over time, changing from: they are not "packages" they are "passengers", to: "It is not a package, it is you".
UPS has presented a great change and diversification in the way of conducting a business thanks to the value chain, in these years, for example, Toshiba has signed large contracts with this brand to make timely delivery of equipment that are sent to repair
THANKS
I want to thank God for allowing me one more day to live, my husband who undertakes this new adventure with me, always giving me his unconditional support, the Orizaba Technological Institute for giving me an excellent academic training at the undergraduate level and now opening my doors to the Postgraduate area, to the National Council of Science and Technology (CONACYT) for helping me fulfill my dreams, to Dr. Fernando Aguirre and Hernández for opening my eyes to a world full of possibilities and vaguely explored paths.
BIBLIOGRAPHIC REFERENCES
- Sinek, S. (2003). Start whit why. USA: Ed. Penguin GroupCrossan, MM, & Apaydin, M. (2009). A Multi - Dimensional framework of organizational innovation: A systematic review of the literature. USA: Journal of Management Studies Retrieved from: http://inacap.cl.wobisolutions.com/media_data/000_7094.pdf Retrieved from: https://www.forbes.com.mx/la-propuesta-valor-no-morir- intent /#gs.vtTzLj0 Recovered from: https://www.beeva.com/beeva-view/diseno-y-ux/creatividad- innovacion-y-leadership-con-el-golden-circle / Recovered from: http: // centro.edu.mx/ojs_01/index.php/economiacreativa/article/view/90/63
