Posts Tagged ‘golden circle’

Using the 5 Whys to find your Why

Posted on: September 26th, 2013 by Fransgaard 7 Comments

Today I participated in a great Social Media Week session run by my colleague Paul Crick.

During the session Paul asked the attendees to define their company’s “Why” with a reference to Simon Sinek’s Golden Circle theory. A theory I’m a big fan of.

However,  it became clear this was much easier said than done. I am familiar with the theory but I also struggled with the “Why” for IBM Interactive.

Most do exactly what Sinek say they do: Define their “What” and some their “How”, but very few their “Why”.

So can we find the “Why” from the “What”?

Maybe we can if we use another “Why” theory:  “The 5 Whys” developed by Sakichi Toyoda at Toyota, which basically boils down to asking “Why?” to a problem statement and through repeatedly questioning the answers, locate the root problem.

Let’s give it a go:

Q: What does IBM Interactive do?
A: Create digital solutions for clients.

Q: Why?
A: To help our clients provide a better digital experience for their customers.

Q: Why?
A:  We believe a better digital experience means happy customers.

Q: Why?
A:  Digital has become a fundamental and expected aspect of  people’s lives.

Q: Why?
A: Digital makes life easier, keeps us more connected and makes us more clever.

The result: IBM Interactive believes in making us (humans) better through digital.

I should say this was a quick exercise I just performed as a tired and fairly new employee of IBM so I might be wrong, but the result does fit with how my colleagues think and talk about digital. They are passionate about enhancing the world with digital.

Give it a go and let me know if it worked for you.

Why I re-wrote my LinkedIn profile using Simon Sinek’s “Golden Circle” theory

Posted on: December 8th, 2012 by Fransgaard 12 Comments

For a long time I’ve looked at other (and more senior) people’s LinkedIn profiles to get inspiration for my own profile and to learn industry terms and buzz words to present my experience in the right way.

And it worked. I was happy with the result, which I would revisit on an ongoing basis as I learned new things from reviewing Linkedin Profiles.

But recently a client introduced me to Simon Sinek’s “Golden Circle” theory, which I think is fantastic. The below TedTalk by Simon sums it up neatly:

And it made me wonder:

“Why do I do what I do? I know how I do it, I know what I produce, but do I know why?”

And the answer very quickly was Yes, I know exactly why I do what I do!.

It is the reason that made me resign a good postion as Assistant Art Director in 1998 (only months after graduating) and take up the mantle of Web Design while my peers were shaking their heads in disbelief of how I could throw my creative career away like that.

Good, but the next question was harder: “Is that clear from my Linkedin profile? and the answer was resounding “No” and that truly came as a shock to me.

“Why do I do what I do? I know how I do it, I know what I produce, but do I know why?”

I realized the way I introduce myself on Twitter and on my business card (Self-proclaimed Digital Native) says far more about who I am than my lengthy Linkedin profile, which I have spend years shaping and honing.

So I rewrote my Linkedin profile from scratch with my “Why” in mind and here are the old and the new profiles side by side. Would love to hear your feedback.


I love living in the cyberpunk world that was pure science fiction a few decades ago.

Everyday new technology advances meets creativity and brings us ever closer to an all connected digital future that the day before existed only in science fiction.

It is amazing what the Internet is doing to the world and for the world. How it gives us the freedom and control to reach our goals by connecting us to all the world’s information and to like-minded people.

I want the intelligent flying cars, the helpful robots and the pervasive web they promised us and I want to help us get to the future by bringing the Internet through everyware to everybody one project at the time.


Robert is a motivated, self-proclaimed digital native who successfully combines creative skills, user experience expertise and a passion for his work with an ability to understand client requirements and technical capabilities.

He has worked in the digital industry since 1998 providing creative solutions that meets business requirements across a wide range of industries (B2C, B2B, Fashion, Finance, Charity, Insurance, Travel, Government).

His leadership and expertise in social user experience is recognised by clients, colleagues and partners alike and he is a proven vision builder with the ability to carry a project through to the final delivery.

Robert is a natural at presenting to senior management or large groups of people and has an ability to create momentum and secure buy-in from client representatives at all levels.

Throughout his career Robert has successfully developed and managed design teams as well as provided guidance for external teams as proxy-product owner.

With an education in traditional visual communication Robert also champions correct set typography online; one of the most neglected crafts in the digital environment but one of the most important aspects of delivering content successfully.