<- Product Newsletter /

#105 - The Golden Circle

Author face
Article written by
Juan Jesús Millo

Writing of the week

I want to talk about Simon Sinek and his Golden Circle and how I used this process to do UX Database.

Simon Sinek is a reputed author of TED talks and has a very interesting theory about value propositions, the Golden Circle, and for the short time I'll be talking, I'll get straight to the point.

This golden circle is based on how our brain works and how we can drive emotions through our value proposition: if we start with the Why, we are communicating our motivation, our beliefs; with the How, the actions we will have to take to fulfil the Why, and finally, the What, the resulting artefact.

It seems so easy that it seems obvious, but you would be surprised how many people or organisations do not think about the why of their actions, and we as designers, every design decision we make comes from facts and data.

In other words, the Why and the How communicate with our limbic system, influencing the behaviour and decision making of our listeners; while the What, the neocortex, focuses on the rational part, not being so critical for our listeners, being the why of our design process, where the why is more critical than the final artefact itself.

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