The Golden Circle: the secret of transformative branding

The Golden Circle: the secret of transformative branding

The Golden Circle, Simon Sinek

What is the Golden Circle

During his speech, starting with a very simple analysis, Sinek explains why some brands are more successful than others, pointing out that, in most cases, they all try to sell their product by presenting its features and functionality (the “what”) and in some cases even how they do it (the “how”). What many people lack is an explanation of“why,” which obviously cannot be just “to make money.” In fact, the why refers to the deeper motivations for creating and selling a particular product. Looking at the depiction of the Golden Circle, we can say that the vast majority of brands start from the outside of the circle, from the “what” to slowly (and not always) get to the “why,” that is, the brand’smission . Apple, on the other hand, is the best example of a company that decided from the beginning to go against the current and start from the middle of the Golden Circle. In a world of tech companies screaming “buy my computer because it has more memory, is more powerful, has a bigger screen, … … …” Apple said. “we believe that there are people who have the ability to change the world, so we create simple, beautiful, high-performance technology to enable anyone to express their creativity.”

How does this translate into the world of experience?

As we know, the market is saturated with offerings in any field, and the world of Travel and Experiences, of course, is no exception. For each destination, there are numerous players, from tour operators, accommodations, activity providers, and so on.. Sure it can be useful to list all the services included within a tour package or experience, give a beautiful handout or highlight the price, but all this does not help to stand out from the crowd. Just as waging a “price war” on competitors will not help us grow: we will only achieve a decrease in revenue, going on to diminish the value of what we offer as well.

What then is the key?

Undoubtedly, the quality and originality of the offer play a key role, but from the point of view of communication what really matters is to convey why we decided to do a certain thing.
So what is key in communication is to explain, for example, that you have chosen a particular destination because you believe it is a place where people are “reborn,” and to support them on this journey you have created experiences where it is easy to feel good, to meet each other, to discover new things, and to rediscover yourself. Only as a final step, comes the “what,” then the package and all that is included: 8 days, 7 nights, yoga class, etc.. If this is true in all fields, it is even more so in the Travel world. This particular industry is one of the few that is capable of creating products and transformative experiences that can have an enormous impact on people’s lives, and that is precisely why it is crucial in communication to make its mission shine through.

Learn how we approach the topic of identity within the Pilot Program
For us at Apical, the theme of theidentity is fundamental; that is why the Golden Circle theory, combined with the compilation of the Business Model Canvas, represents the very first step addressed by projects participating in the Pilot Program, the accelerator program for Travel projects. Throughout the training course, this theme, will be flanked by sprints covering the communication, the marketing, the drafting of a business plan up to and including design and creation of products proper. If you think the Pilot Program might be of interest to you and your project, click the link below and learn more 👇

Sopri Apical Pilot Program

We look forward to learning about many new projects and supporting you during this wonderful journey!

Our Pilots

Some of the projects we are collaborating with
Pilot program - esc
Pilot program - emotional sicily
Pilot program - 6punto9
Pilot program Travel island
Pilot program Into the wine
Pilot program vagabondare con stile
Pilot program Jauntree
Pilot progra in viaggio verso la felicitĂ 
Pilot program wegolfers
Pilot program Coding waves

Regolamento e procedure anti Covid19

La partecipazione a TUTTI gli eventi organizzati da Apical prevede l’accettazione, da parte del partecipante, del seguente regolamento disciplinare, in cui sono elencate le Misure di prevenzione e protezione per evitare la diffusione da coronavirus – Covid-19.

Per tale motivo il partecipante agli eventi Apical:

– assicura di rispettare le Misure di contenimento della diffusione del COVID-19 espresse

nell’articolo 1 del decreto-legge n. 33 del 16 maggio 2020, ed è a conoscenza delle sanzioni, in caso di mancato rispetto, espresse nell’art 2 del suddetto decreto;

– è a conoscenza del decreto-legge n. 6 del 23 febbraio 2020, articolo 1, lett. h) e i), che

preclude l’accesso ad ogni attività a chiunque sia Positivo al COVID-19 e a chiunque, negli

ultimi 14 giorni abbia avuto contatti con soggetti risultati positivi al COVID-19 o provenga da zone a rischio secondo le indicazioni dell’OMS;

– in presenza di febbre (oltre 37.5°) o altri sintomi influenzali, ha l’obbligo di rimanere al

proprio domicilio e di chiamare il proprio medico di famiglia e/o l’autorità sanitaria;

– se ha eseguito un tampone, per accertare positivitĂ  o meno al COVID-19, di cui non ha ancora esito, ha l’obbligo di non prendere parte all’attivitĂ ;

– accetta di sottoporsi, prima dell’inizio dell’attivitĂ , al controllo della temperatura eseguito dalla guida. Qualora risultasse uguale o superiore a 37.5° accetta di non prendere parte all’attivitĂ .

Il partecipante deve inoltre rispettare le ulteriori norme disciplinari stabilite da Apical:

– obbligo di indossare mascherina, qualora non fosse possibile rispettare la distanza minima di 1 metro dagli altri partecipanti e avere sempre con sĂ© un gel igienizzante a base alcolica da utilizzare in tutte le occasioni, dove necessario.

– niente abbracci e strette di mano.

– rispetto delle distanza minima di 1 metro tra ogni partecipante.

– divieto di uso promiscuo di bottiglie e bicchieri.

– obbligo di informare immediatamente la Guida in caso di qualsiasi malessere o sintomo
 influenzale dovesse sopravvenire durante l’escursione.

Con l’accettazione del regolamento il partecipante dichiara di essere stato compiutamente informato da Apical in merito alle procedure anti Covid da rispettare ed esonera e manleva formalmente Apical da qualsiasi responsabilitĂ  di qualsiasi titolo e/o genere e/o natura e/o efficacia, derivante dalla violazione, da parte del partecipante medesimo, delle prescrizioni contenute nel “regolamento e procedure anti Covid” sopra citato.

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