The Golden Circle is a concept presented as a circle, like its name suggests, with layers similar to onions and ogres. The three layers represent the questions: why, how, and what. The theory suggests that by answering these three questions, a company can understand the purpose of its business.
The Golden Circle is mentioned in the book Start with Why by Simon Sinek. In the book, Sinek discusses how crucial it is for brands to know why they were created and how this understanding helps them grow.
The 3 Layers of the Golden Circle
Each layer represents the questions: why, how, and what. Although they seem simple, they are a great exercise to understand a company’s purpose. In Start with Why, Sinek advises companies or their leaders to use the Golden Circle starting by addressing the why.
Golden Circle: Why?
In the first layer of the Golden Circle, Simon Sinek suggests that this is where you need to write down the purpose of your business. We must identify the reason for the existence of this business or venture, what drives and motivates all actions. This is the company’s purpose.
If the company truly identifies its why, everything moves naturally and flows. For this reason, it is the starting point for businesses—if you know why you are doing it, it gives you a direction for your entire business or venture.
Golden Circle: How?
In the middle layer of the Golden Circle, we determine and establish the strategies we will apply to achieve results aligned with the company’s purpose. This is where the company’s action or work plan is located and should always align with the company’s values.
Golden Circle: What?
In the last layer of the Golden Circle, Simon Sinek points out that this is where we must specify what the company sells or does. This layer of the Golden Circle is the easiest to understand because it involves the product or service the company sells.
Why Have the Golden Circle?
Having the Golden Circle is essential for an organization, especially if it is not clear about the reason for its existence. Having this information and understanding it allows you to conduct various marketing and communication campaigns, thus achieving better results.
By leveraging the Golden Circle, we can achieve various objectives and facilitate decision-making and good outcomes. Some of the impacts on your business include:
Inspiring Communication
Starting with the why can make all your communication exciting, impactful, and inspiring, increasing loyalty through a sense of belonging.
Example: Apple doesn’t just sell computers; it promotes challenging the status quo and innovation, resonating with a certain profile of customers.
Brand Strategy
Having a why helps the brand to be strong and coherent, achieving omnichannel presence as previously shared, which allows you to have a brand narrative that communicates clearly and maintains good communication.
Example: Patagonia, the clothing brand, achieves good communication focused on its purpose of sustainability and environmental protection, reflected in all its corporate actions, marketing, and products.
Differentiate from the Market
When you compete only by product (the “What”), you will likely compete on price. However, if you have a “Why” and “How,” you begin to compete on different variables.
Example: Southwest Airlines is distinguished not only by its low-cost flights (the “What”) but also by its commitment to friendly service and the democratization of air travel (the “How” and “Why”).
Customer Loyalty
Customers are more likely to become loyal and advocates for the brand if they can identify with the purpose, the Why of the company. This simplifies customer satisfaction.
Example: Tesla customers feel part of a larger mission towards sustainability and innovation in mobility.
Do you already know your Why, do you know why your company does what it does? If not, we recommend you start today and begin applying it.
El golden circle es un círculo, como lo dice su nombre, con capas como las cebollas y los ogros. Las tres capas representan las preguntas ¿por qué?, ¿cómo? y ¿para qué?. La teoría dice que resolviendo estas tres preguntas, una empresa puede entender el propósito de su negocio.
Cada capa representa las preguntas ¿por qué?, ¿cómo? y ¿qué? Y aunque parecen preguntas sencillas, es un gran ejercicio para entender el propósito de la empresa. En el libro Start with Why (empieza con el porqué) Sinek recomienda que las empresas o líderes de las mismas utilicen el golden circle empezando por resolver el porqué.
Golden circle ¿Por qué?
En la primera capa del círculo dorado, Simon Sinek indica que aquí es necesario escribir el propósito de tu negocio. Debemos identificar el motivo de la existencia de este negocio o este emprendimiento, lo que empuja y motiva todas las acciones. Este es el propósito de la empresa.
Si la empresa realmente identifica el porqué todo se mueve naturalmente y fluye, por este motivo es el punto de partida de los negocios, si sabes por qué lo haces te da un norte para todo tu negocio o emprendimiento.
Golden circle ¿Cómo?
En la capa intermedia del círculo dorado es donde debemos de determinar y bajar las estrategias que vamos a aplicar para lograr los resultados y que estén alineados con el propósito de la empresa, ese es el por qué. Aquí es donde está el plan de trabajo o acción de la empresa, debe de estar siempre alineado a los valores de la empresa
Golden circle ¿Qué?
En la última capa de círculo dorado Simon Sinek nos comenta que en este punto debemos poner lo que vende la empresa o lo que hace, esta capa del círculo dorado es la más fácil de entender de todas ya que es el producto o servicio que vende la empresa
Por qué tener el circulo dorado
Contar con el círculo dorado para una organización es esencial, especialmente si no tiene claro el motivo de su existencia. Contar con esta información y entenderla te va a permitir hacer diversas campañas de mercadotecnia y comunicación teniendo así mejores resultados
Cuando aprovechamos el círculo dorado podemos lograr varios objetivos y facilitarnos la toma de decisiones y buenos resultados alguno de los puntos que impactan en tu negocio son:
Comunicación inspiradora
Si comienzas con el Why (por qué) podrás lograr que toda tu comunicación sea emocionante, impactante e inspirador, logrando mayor lealtad a través de un sentimiento de pertenencia
Ejemplo : Apple no vende computadores, promueve desafiar el status quo y la innovación, esto resuena con cierto perfil de clientes
Estrategia de marca
Contar con un Why (por qué) ayuda a la marca a ser fuerte y coherente, lograr la omnicanalidad como ya te hemos compartido con anterioridad, lo que te dejará tener una narrativa de marca que comunique claramente y logres tener una buena comunicación
Ejemplo: Patagonia la marca de ropa logra tener una buena comunicación la cual se enfoca en su propósito de sostenibilidad y la protección del medio ambiente y esto se refleja en todas sus comunicaciones en todas sus acciones corporativas, mercadotecnia y sus productos
Diferenciate del mercado
Cuando compites solamente por producto (el “What”), muy seguramente vas a pelear por precio, pero si cuentas con un “Why” y “How” comienzan a competir con otras variables
Ejemplo: la aerolínea Southwest Airlines se distingue no solo por sus vuelos baratos (el “What”), sino por su compromiso con el servicio amigable y la democratización de los viajes aéreos (el “How” y “Why”).
Lealtad de clientes
Es más posible que los clientes se vuelvan leales y defensores de la marca si logran identificarse con el propósito, el Why de la empresa, esto vuelve más simple la satisfacción del cliente.
Ejemplo: Clientes de Tesla se sienten parte de una misión más grande hacia la sostenibilidad y la innovación en la movilidad.
When working in marketing, one of the most important points is to achieve very good results within each strategy, and one of the best ways to obtain excellent results and know what is good for the company is to measure the ROI.
What is ROI?
ROI, which stands for Return on Investment, is a foolproof metric or tool to validate whether what you did has given you a return on investment. It is important not to confuse it with ROAS.
What is ROAS?
ROAS stands for Return on Advertising Spend. It is a metric that allows you to measure the return on investment of your advertising campaigns.
Difference between ROI and ROAS
Although they may seem similar, they have small differences. For example, ROI is not only a metric for marketing or advertising but applies to any area, unlike ROAS, which applies only to ads. Another big difference is that ROI already considers the payment of taxes unlike ROAS, which measures gross money.
Best Platforms for Your ROI or ROAS
First of all, if you’re reading this, it’s because you’re looking for shortcuts, and unfortunately, there aren’t any, but we’ll guide you on how to choose the best platform to get better ROI in your advertising campaigns.
First of all, we need to understand how our business works and know who we sell to. For this, you can read our blog about buyer persona or target market, or simply identify if your business is B2B (Business to Business) or B2C (Business to Consumer).
Knowing the above, it’s time to identify what each platform is useful for. Be aware that each platform has its focus and achieves different things, but we will land them in the B2B and B2C models.
Below you will find a list of networks and platforms you should use depending on your business:
Web = B2B, B2C LinkedIn = B2B Instagram = B2C Facebook = B2C Facebook Merchant = B2C Instagram = B2C TikTok = B2C TikTok Shop = B2C X (Twitter) = B2C Pinterest = B2C Mail = B2B, B2C Google = B2B, B2C Google Merchant = B2C
Once you identify which channel works for you, select the ones you can start using. It is very important that you consider the following factors: the budget you have for your campaign, the trained personnel to manage that account, and the tools your sales team has.
If you have defined the channel you are going to use, it is time to start creating your campaign and measuring. It is important to consider testing no longer than 3 months on each platform. The important thing here is that you measure each action you take and start seeing your ROI and ROAS at each step. Once you manage to measure it, it’s time to assess where or where you should invest all your budget.
Now that you know which platform works for you, your business, and your target market, it’s time to direct your budget to this platform. Always thinking that when you have more possibilities, you expand the channel to obtain more conversions in other channels, because it is necessary to be everywhere, all the time.
This strategy is a summarized form of a book called Bullseye Marketing written by Louis Gudeman. It’s an excellent book that I recommend for achieving effective marketing strategies that will allow you to achieve effective results.
It’s time to achieve your goals and obtain excellent ROI and ROAS. Start today and begin seeing results.
This year, elections will take place in several countries around the world, and these elections will have a significant impact on the direction of those countries in the coming years. This raises the question of what will happen with the elections and, specifically, what happens with their marketing. We will focus on the marketing of Mexican politicians because that is what we know best.
To understand political marketing, let’s first clarify that in the political case, it’s called advertising since advertising focuses on ideals and marketing on business. Having said this, we would also like to clarify some important points about political marketing.
Some characteristics of political marketing:
It has a defined and limited market, as it already works with adults.
It has a specific predefined period and an assigned budget.
It is adaptable and studies the impact of actions.
It combines traditional and digital marketing.
Having a solid personal brand is essential for achieving good results.
Political marketing sometimes takes place with practices that are not very ethical. If you are working in political advertising, it’s important to know the guidelines set by the authorities so you don’t get into trouble, in addition to considering the ethical and moral implications of these practices.
Unethical practices in political marketing:
Fake news
Social media and search engines are full of fake news, and this is not always accidental; some politicians promote the creation of campaigns with fake news. It’s important to distinguish between fake news and biased news; fake news provides false information, and biased news only loads the information with real data where it suits. Although this strategy, if well done, can achieve great success, it is not ethical and can get you into trouble.
Bots for positioning
The use of bots to position important topics is not new and surely will not disappear; bots position topics or news you want to put in the dialogue quickly and consistently. This tool has been used for years with great results, but like the previous one, it is unethical and will get you into trouble.
Gifts or vote buying
This practice happens less than it used to, but it still happens. In these practices, political marketers give away or deliver food, gifts, or some kind of incentive to vote for the desired politician.
Political marketing makes use of management, research, and communication to profile the “ideal product” for the “consumer – voter”, taking advantage of both traditional and digital marketing. Political campaigns require innovation, a multidisciplinary team, and detailed planning of messages to ensure effectiveness and emotionally connect with the audience. In this context, social media plays a crucial role, not only for spreading political projects but also for facing the challenges of fake news.
With this in mind, we bring you some political marketing campaigns from 2024 in Mexico.
Political campaigns in Mexico:
Mariana Rodríguez – Fosfo fosfo
Mariana is betting on becoming the mayor of Monterrey, with this in mind, she does what she knows best: being a great public figure who perfectly understands how social media works and using something that would have sunk anyone, which was her fosfo fosfo video, is now part of her campaign just as it was for her husband’s campaign.
Maynez Maynez president
Maynez is one of the candidates who appears not to participate significantly in the presidential competition, but with this in mind and knowing that nobody knows him, they have made a great political campaign so that his name is remembered and heard everywhere, to such an extent that my students sing it in classes, even if they do not vote for him, they are positioning him in an extraordinary way.
Xóchitl Gálvez
Xóchitl Gálvez’s campaign is betting on her story, what she is, what she has been, and a lot of work with technology. In her campaign, she is being very upfront against the current president Andrés Manuel López Obrador.
Claudia Sheinbaum
Candidate Claudia Sheinbaum is focused on leveraging the current presidency and pushing what Morena has done in this six-year term and how she represents the continuity of the current presidency with clarity and presidential support.
These are the beginnings of political campaigns, and from this, we get to see how they create fun campaigns and others not so much, but in the end, it’s political advertising, which works extraordinarily today thanks to social media.
What do you think, which are the best campaigns of these elections?
As I know nothing about American football, every year the Super Bowl happens, I prefer to focus on what I do know and like: the commercials or the marketing. So, like every year, we bring you the commercials we liked the most from the Super Bowl 2024.
Good or bad, every year the Super Bowl commercials surprise us for better or worse, or just by the great artists they manage to get and even greater the productions they make for this event. Here are the 5 most interesting commercials from this Super Bowl:
Mountain Dew Commercial Super Bowl 2024
Featuring my crush Aubrey Plaza and leveraging her public persona characterized by being very indifferent and not paying much attention to things, comes the commercial she developed with Mountain Dew.
Squarespace Commercial Super Bowl 2024
Squarespace, a management tool, and in this beautiful commercial where aliens are invading the planet, but since everyone is on their phone, they don’t pay attention until the aliens make a website, showing the importance of having a website. If you still don’t have one, you can make it with the best marketing agency in Monterrey, BLNK 😉 😉
Google Pixel SB Commercial Super Bowl 2024
This commercial is very nice because it shows how the cell phone interacts with the user’s daily life and how having a cell phone impacts their life.
Dunkin Donuts Commercial Super Bowl 2024
We all love donuts, and in this delicious Dunkin Donuts commercial, we see Ben Affleck trying to impress Jennifer Lopez with the collaboration of Tom Brady and Matt Damon.
E*Trade Commercial Super Bowl 2024
A trading company with digital tools mocks the sport of pickleball, which is like tennis with small rackets, while talking about their finances, demonstrating how easy the sport is, just like managing your finances.
These commercials are not as interesting as they used to be, nor are they as fun and innovative as they were. Currently, few companies manage to make an impact. I believe this is something we will continue to see as they create commercials with decent narratives, and occasionally we will have very interesting commercials.
What do you think of the Super Bowl 2024 commercials? Did you like them, or were they as disappointing as the halftime show?
