How to Construct a Company's Message Using the Golden Circle Framework

It seems like every company today claims to be "on a mission" to change the world or improve our lives. They bill themselves as social movements more than profit-driven enterprises. It sounds nice. But how does it really function in the lives of workers? Do these missions meaningfully improve our communities?

In this episode, I briefly explore the history of the corporate mission statement and then dive into a critique of the bestselling leadership book, Start with Why. You'll hear why the Start with Why ideology is so appealing, how it sets us up for disappointment, and whether it's actually an effective brand and marketing strategy. Plus, I leave off with an alternative take that flips this ideology on its head.

Footnotes:

• Walmart’s Statement of Purpose
• Management: Tasks, Responsibilities, and Practices by Peter Drucker
• The New Spirit of Capitalism by Luc Boltanski and Eve Chiapello
• Start with Why by Simon Sinek
• “Start with Why” TEDx talk by Simon Sinek
• The Problem with Work by Kathi Weeks