Simon Sinek’s famous Golden Circle framework suggests businesses should “start with why”—their purpose or mission—before addressing the how or what they have to offer. While inspiring in theory, this approach often leads businesses astray, especially when it comes to addressing real markets and creating products that resonate with customers.
Here’s why starting with “why” fails—and how businesses can adopt a more practical and effective approach.
The Problem with Starting with "Why"
Customers don’t care about your why, until they understand why it matters to them.
- It Ignores the Customer’s Perspective
- Most customers aren’t interested in why you exist; they care about their own needs and problems. Starting with “why” puts your business at the center of the story, rather than the customer.
- This approach risks creating products that reflect your vision of perfection rather than addressing the practical, unmet needs of your target audience.
- Assumes Serendipity Will Drive Success
- Businesses often rely on the hope that their inspiring why will magically attract customers. In reality, marketing is not about broadcasting your mission and waiting for the right people to stumble upon it; it’s about intentionality, focus, and understanding.
- Leads to Generic Products
- Without a clear understanding of who you’re serving and what they need, you risk developing a product for “everyone”—and appealing to no one. Generalized messaging and products fail to resonate with specific groups.
- Fails to Build Trust Early
- Customers evaluate products based on how well they solve their problems. Starting with your internal mission or purpose (your “why”) doesn’t build the trust needed to convince them your product is right for them.
The Case for Starting with "Who"
If you fail to pinpoint your ideal customers and uncover their unique, unmet needs, you risk losing the chance to craft a solution that resonates deeply and solves their problems with precision.
To create solutions that resonate deeply with customers and ensure market success, businesses must follow a deliberate, customer-centered sequence.
Here’s a Customer Resonance Model that actually works:
1. Big Idea
Every transformative journey begins with a Big Idea—a bold vision or solution with the potential to create meaningful impact. This step sets the stage, defining the foundational concept that will drive everything else. A Big Idea is not enough on its own; its success depends on how well it’s translated into actions that meet the needs of real people.
2. Who Are We Targeting?
The first actionable step in bringing a Big Idea to life is understanding your audience. Who are the people who will benefit most from this idea? Identify your ideal customers—not just broadly, but with precision: a group of people with a certain job-to-be-done. What are their defining characteristics, needs, and preferences? By narrowing your focus, you can zero in on the individuals or groups who will resonate most deeply with your solution.
3. What Are Their Unmet Needs?
Once you’ve identified who you’re targeting, the next question is: What do they need that they’re not currently getting? Deeply understanding their jobs-to-be-done and identifying gaps in existing solutions is crucial. These unmet needs create the opportunity to offer something uniquely valuable—an offering that addresses their challenges and aligns with their goals.
4. How Can We Address These Needs?
With a clear understanding of who you’re serving and what they need, you can design a solution that fits perfectly. This step is about refining your Big Idea to align with their unmet needs and expectations. What features or attributes must your solution include to make it the ideal fit? The more closely your offering matches their priorities, the greater the likelihood of creating product-market fit.
5. When Do The Conditions Align for Resonance?
For your value proposition to connect meaningfully with your target audience, the right conditions must exist. This step asks: When do the conditions align for them to see your solution as the perfect fit? Consider factors like timing, readiness, and external circumstances that influence their decision-making. By understanding their context and priorities, you can ensure that your engagement happens at the moment when your value proposition will resonate most strongly.
6. Why Should They Choose and Trust Us?
Trust is the culmination of this process. Why should your target audience choose your solution over any alternatives? This step goes beyond the product itself to address your reputation, credibility, and commitment to meeting their needs, and making a genuine impact. It’s about showing why you’re uniquely positioned to deliver the best solution and why they can rely on you to fulfill their expectations.
Hence, once you’ve identified your target market(s), developed one or more product-market fits, and clearly state your value proposition to your target customers, a compelling ‘Why’ should be directed at building trust, and confidence in your solutions and intentions, so they want to buy from you.
Putting It All Together
Here’s the sequence businesses should follow to effectively address a market:
- Big Idea
- What is the central insight or innovation behind your Big Idea, and why does it matter?
- How does your Big Idea address a significant problem or unlock a new opportunity?
- Who stands to benefit most from your Big Idea, and what unique value does it offer them?
- Start with “Who”
- Who are the groups of people that share a job-to-be-done for which your Big Idea could provide a better solution?
- Who are the most underserved or frustrated by current solutions, and how could they benefit from your approach?
- Who are the people whose goals or challenges align most closely with what your Big Idea offers?
- Define “What”
- What specific job are they trying to accomplish, and what outcomes are they aiming to achieve?
- What are the biggest obstacles, inefficiencies, or frustrations they face in completing this job?
- What unmet needs or aspirations does your Big Idea address, and how does it fit into their lives?
- Develop “How”
- How does your solution help them get the job done more effectively, efficiently, or conveniently?
- How does your Big Idea address unmet needs better than existing alternatives?
- How does your approach enable them to achieve something they couldn’t before?
- Determine “When”
- When are they most aware of their need to get the job done?
- When are they motivated to seek a new solution, and what triggers this motivation?
- When is your solution most relevant to their context or circumstances?
- Communicate your “Why”
- Why should they choose your solution over others?
- Why does your solution matter to their success, and how does it improve their ability to achieve their goals?
- Why does your Big Idea create meaningful impact—not just for them, but for their broader ecosystem, community, or even the planet?
After following these six steps, do you still believe that starting with ‘Why’ is the best approach? Or has it become clear that ending with ‘Why’—as the culmination of deeply understanding your audience and delivering value—is the more effective path?
Why This Approach Works
Tech startups often begin with what is technically possible, assuming that their innovative technology will naturally become a compelling alternative to existing solutions. This mindset is a recipe for failure and a major contributor to the high burn rate and failure rate of tech startups.
- It Centers the Customer
- By starting with “who” and focusing on their needs, you demonstrate empathy and understanding, making it easier to build trust and loyalty.
- It Ensures Product-Market Fit
- Designing a product with a clear understanding of the target audience and their specific needs dramatically increases the likelihood of success.
- It Aligns Communication with Customer Values
- When you position your why as the final piece of the story, it complements the customer’s journey rather than confusing or alienating them.
- It Avoids the Trap of Generalization
- A targeted, customer-focused strategy allows you to craft a unique solution that resonates deeply, instead of relying on vague, inspirational messaging.
Conclusion
Starting with “why” might work for motivational speeches, but it’s a recipe for failure in strategic business decisions. Successful marketing and product development begin with understanding who you’re serving and what they need. Only by aligning your solution with your audience’s priorities can you create meaningful impact and build lasting relationships. In short, the key to success is flipping the Golden Circle on its head: Start with “Who.”
A more detailed approach to building a strong customer base can be found here: Customer Engagement Lifecycle
