Já reparou que existem inúmeras empresas que vendem o mesmo produto/serviço, muitas vezes por valores similares, mas que sempre há aquele nome que se destaca no ramo? Pense no iPhone: o custo benefício do produto é muito semelhante aos celulares top de linha da Samsung, como o Galaxy S7 Edge (comparado ao novo iPhone 7). Entretanto, a maioria dos clientes que compra um produto da Apple pela primeira vez, volta a fazer negócio com a empresa, adquirindo novas versões do produto e até mesmo outros artigos da marca (iPad, iPod etc.). Qual o diferencial que faz com que a marca consiga tamanha fidelidade dos clientes?
A resposta para essa pergunta pode estar no modelo de liderança Golden Circle.
O Simon Sinek é autor de livros que auxiliam pessoas e grupos em processos de liderança. Após alguns anos observando o comportamento de grandes líderes mundiais, Simon desenvolveu o modelo Golden Circle, baseado na forma como agem líderes inspiradores. O modelo é composto por três esferas: what, how e why.
Cada esfera responde a uma pergunta sobre o seu negócio:
What: O QUE você efetivamente produz e vende ao cliente? É uma das perguntas mais fáceis a serem respondidas, pois normalmente é esse o pilar do negócio.
How: COMO eu vendo meu produto? Aqui estão concentradas as ações concretas que te levam ao seu objetivo.
Why: POR QUE eu vendo este produto? Esse é o diferencial que as marcas top of mind possuem. É o propósito pelo qual a sua empresa existe, o porquê você sai da cama todos os dias. É o que move todo seu projeto.
A maioria das empresas inicia o Golden Circle de fora pra dentro: escolhem o que elas vendem, como vão vender e só então vão pensar num porquê de tudo aquilo. É aqui que entra o diferencial dos grandes líderes: eles começam pelo porquê! Eles pensam no Golden Circle de dentro para fora. Refletem primeiramente o porquê vão oferecer um produto, o que aquilo tem de contribuição para inovar a vida das pessoas. Depois, pensam em como podem ofertar o valor que eles enxergam em seus produtos e como podem fazer com que seus futuros consumidores os vejam da mesma forma. Só então discutem sobre o produto em si.
Pense na sua empresa como uma pessoa. É preciso um propósito para existir, senão você é só mais um entre milhões. Uma frase muito importante do Simon Sinek, que ele faz questão de reforçar sempre:
“As pessoas não compram o que você faz, elas compram o porquê você faz!”
Então se pergunte, antes de tudo: por que eu vendo? O que te faz pensar que o seu produto é algo diferencial?
Aposto que algumas pessoas vão responder que vendem porque querem dinheiro. E aqui entra um ponto importante: ganhar dinheiro não é um propósito! Ganhar dinheiro é apenas uma das consequências que vêm com o tempo, e não a razão pela qual a sua empresa funciona. De uma forma ou de outra, o dinheiro aparece alguma hora. Então tente focar os seus esforços iniciais no porquê de fazer o que você faz.
Assista ao TED “Como grandes líderes inspiram ação”, do Simon Sinek. Na palestra, ele explica e exemplifica seu método em apenas 18 minutos.
No site do Simon, você encontra uma porção de informações bacanas que podem te ajudar na implantação do Golden Circle como modelo de liderança no seu negócio. Acesse o Start With Why.
Aqui no Brasil, você pode adquirir alguns dos livros do Simon Sinek. Tem o “Líderes se servem por último”, na Livraria Saraiva e o “Por quê? – Como motivar pessoas e equipes a agir”, na Livraria da Folha.
Ricardo Ruffo is a born entrepreneur, educator, speaker and explorer. As a writer by passion Ricardo daydreams on how the world is changing fast and how it could be.
Ruffo is the founder and global CEO of Echos, an independent innovation lab driven by design and its business units: School of Design Thinking, helping to shape the next generation of innovators in 3 countries, Echos – Innovation Projects and Echos – Ventures. As an entrepreneur, he has impacted more than 35.000 students worldwide and led innovation projects for Google, Abbott, Faber-Castell and many more.
Specialist in innovation and design thinking, with extensions in renowned schools like MIT and Berkeley in the United States. Also expert in Social Innovation at the School of Visual Arts and Design Thinking at HPI – dSchool, in Germany.
Naturally curious, love gets ideas flying off the paper. He always tries to see things from different angles to enact better futures. In his free time, spend exploring uninhabited places around the world surfing.
Echos School of Design Thinking - Terms and Conditions
This website at www.schoolofdesignthinking.echos.cc (Site) is a website where you can browse, select and enroll in educational and innovation knowledge courses (Courses) advertised on the Site from Echos Innovation Lab Pty Ltd ABN 65 617 491 424 (Echos, us or we).
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Capitalised terms used are defined in these terms and conditions.
In these terms:
“GST” has the meaning it has in the A New Tax System (Goods and Services Tax) Act 1999 (Cth)
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Our business and the purpose of collection
We are in the business of providing educational and innovation knowledge courses (Courses). We collect personal information primarily to provide the Courses to you (Purpose).
In particular, we collect your personal information so that we can carry out the following actions:
to provide you with the Courses and any other products, services and information that you have requested from us;
to communicate with you, including about the Courses, products, services and events which might interest you;
to provide you with information or advice;
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to create accounts, tax invoices or receipts;
to provide your personal information to third parties that assist us in providing and/or delivering the Courses or other goods or services you or they have requested;
to consider and respond to feedback from you;
to comply with laws or regulations or to comply with any directions given by regulators or authorities.
We may disclose additional purposes for collection of your personal information in collection statements at the point of collection.
Personal information we collect
When used in this policy, “personal information” has the meaning given to that term in the Privacy Act 1988 (Cth). We may collect the following types of personal information from you:
residential or business address;
financial and payment information;
age and date of birth;
businesses you operate; and
your personal preferences, thoughts, ideas, goals and opinions.
Sensitive information is information about you that reveals your racial or ethnic origin, political opinions, religious or philosophical beliefs or affiliations, membership of a professional or trade association, membership of a trade union, details of health, disability, sexual orientation or criminal record.
It is our policy to only collect your sensitive information where it is reasonably necessary for our functions or activities and either you have consented or we are required or authorised under law to do so.
How we collect your personal information
Collection of your personal information can occur through the following interactions:
when you communicate with us directly (by email, in person, telephone, direct mail or any other means);
when we interact with you during the Courses or in relation to any other products or services; and/or
when you visit our website and social media pages, or access or contribute to digital platforms and applications managed by us (Online Platforms).
We may use temporary (session) cookies or permanent cookies when you access our Online Platforms. This allows us to recognise your browser and track the web pages you have visited.
You can switch off cookies by adjusting the settings on your web browser.
How we hold your personal information
We may hold your personal information in either electronic or hard copy form.
If you provide information to us electronically we retain this information in our computer systems and databases. If you provide information to us in hard copy (paper) this information is normally retained in our files and a copy is made to our electronic files.
We use industry standard security measures to safeguard and protect your information.
If we are unable to collect your personal information
If we are unable to collect your personal information, some or all of the following may occur:
we may be unable to provide the Courses or other products and services to you;
we may be unable to communicate with you to provide information about the Courses or other products or services that you have procured from us, or may intend to procure in the future;
we may be unable to tailor the content of our marketing communications to suit your preferences;
your experience when interacting with us may be delayed or not as efficient as you may expect.
Disclosure of your personal information
Your personal information may be disclosed in connection with any Purpose to any of the following:
our employees, contractors or service providers, to the extent reasonably necessary to fulfil our obligations to you;
our business advisors, including lawyers, accountants or other professional service providers, to the extent reasonably required;
suppliers, clients and other third parties with whom we have commercial relationships, for business, payment processing, delivery, marketing and related purposes;
if required by law, to any person authorised by such law.
Overseas disclosure of personal information
We may disclose your personal information to third parties and service providers located overseas in connection with any Purpose, including to overseas cloud computing hosts. We take reasonable steps to ensure that the overseas recipients of your personal information do not breach the privacy obligations relating to your personal information.
We may contact you with direct marketing communications and information about Courses or other products or services offered by us or our partners via telephone, email, SMS, or regular mail.
If you have indicated a preference for a method of communication, we will endeavour to use that method wherever practical to do so.
You may opt out of receiving marketing communications at any time by responding via the channel in which you received the marketing communication, or by contacting us (see contact information below). You can unsubscribe from emails by clicking the unsubscribe link on the footer of the email communication you have received.
How you may access your information
You may access your personal information held by Echos by making a request to us.
Email: firstname.lastname@example.orgCorrection of your personal information
If you would like us to update or amend your personal information, please contact us and we will make the requested amendments.
We may ask you to verify your identity to ensure that personal information we hold is not improperly accessed.
If you feel your privacy has been breached, please contact us using the contact information above setting out the circumstances and reasons for your complaint.
Presença GlobalA Escola de Design Thinking é uma iniciativa da Echos, um laboratório de inovação.
Telefone 1300 502 006
ABN 65 617 491 424
Rua Baluarte, 672
Telefone +55 11 3476 2300