Introduction
Under the roof of marketing the basic agenda is to create an impact and emphasize the brand status which inculcate the growth of the customers. General direct marketing strategies involves one to one marketing, which keeps the customers as the circumcentre. Such strategies are studied by various marketers and even scientist to evolve better and striking strategies. Few popular brands like Apple in durables, Morgan Stanley in Service sectors even some great leaders like Abraham Lincoln, Martin Luther King think, act and communicate exactly the same way which is opposite of ordinary layman approach.
Golden Circles
As per statistics, nearly 98-99% people know what they do, about 60-70% people have some knowledge of how they do, but so few which climbs down to 5-6% people only knows why they do it. Presenting why that does not mean having monetary agendas or gaining marks, results, the word ‘WHY’ has implicit meaning stating that one should know the purpose of their work, the cause behind it, why even that organisation should even exists.
Therefore average people go from most easiest to fuzziest part but not the extraordinary institutions or individuals. For proving my assertion here is the reasoning :
General pitching message of a computer company: “ We make great computers, they are beautifully designed, faster to use and user friendly. Want to by buy one?”
This is how Apple-Computers communicate: “Everything we do we believe in challenging the status quo, we believe in lateral thoughts. The way we challenge these factors is by making our products beautifully designed, simple to use and user friendly, which results in creation of great computers. Now, want to buy one?”
The tremendous difference we can easily observe within these two. There are several other companies present in the market equally capable in designing similar products like Flat screen monitors, Mp3 players, Computers but no one experienced such customer loyalty. For example, Gateway in early 2000’s came up with flat screen monitors or Dell in 2005 came up with Mp3 players but nobody bought one but most of the people in the free world have predilection towards Apple computers, mobile phones, mp3 player. This explains people don’t buy ‘WHAT’ you do, they buy ‘WHY’ you do it. The basic marking goal is to do business with people who just don’t understand what you do nut also believes what you believe.
Support of Biology
Top-down view of a human brain entirely resembles with the structure of Golden-Circles. The outer brain which is called Homosapien Brain or Neocortex can only respond to the ‘What-Level’ which gives response to rational thoughts and linguistic factors. While the Limbic brain is responsible for all our actions involving emotions like trust, faith, loyalty. Hence the inside out communication is highly effective. It has few disadvantages which can be overcome by the positive facts and figures related. Such intangible strategies can subtly pass thoughts from inside out and take a firm over the pinnacle of success.
