Golden Circle model: Who are the protagonists

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I will give you questions that will help you find content for your brand storytelling and structure your stories. Writing history with a typewriter Write your story. The founding story How did my company come about, what are my goals and what is important to me? You should answer all of these questions with your founding story, because they lay the basis for successful brand storytelling. So before you tell customer stories or work on insight stories, you should first work through your founding story. Here you define all the important points that serve as guidelines for further marketing strategies and internal and external communication.


My foundation Just like every superhero has an origin story, every company also Special Data has a founding story. It is important that you tell a personal story that presents the human side of your company to the reader. To do this, you should be able to answer the following questions. Why did I start my company? If there was no “why,” you definitely wouldn’t have started your business. But it's not always easy to determine the "why" because many companies continue to focus on the "what" - what does my product offer, which products do I want to sell, what advantages does my offer have? However, this does not appeal to any customer emotionally.




Potential customers want to identify with a company and look for meaning in consumption. The result: Apple stands out from the competition and not only sells products, but also meaningful values. Simon Sinek explains why it is so important to determine the “why” with his Did you start your company alone or did people help you? For example, have friends and family inspired you? Is there a “guru” – someone who has provided you with expertise? Best example: Apple’s success story. Instead of focusing on the benefits of their products, Apple put the “why” in the foreground from the start: “In everything we do, we believe in challenging the status quo . ” In the second step, the “how” and “what” follow organically: good design, ease of use and good products.