Simon Sinek popularized the concept of the Golden Circle. He believes initially people are much more concerned with Why you do what you do as opposed to How you do it or the details of What you do. How and What are just as important as Why but the order in which you talk about them matters, especially when you engage people early on.
The Golden Circle has Why at the center because it’s where you should start conversations. Once people understand your Why they’ll be more open to hear How you go about fulfilling your Why. That’s the next layer in the Golden Circle. Finally comes the outer circle because once they know Why and How, they’ll be more apt to listen to What you actually do.
Sinek’s thought process resonates with me so I thought I’d let you know my Golden Circle. Using Sinek’s model my Golden Circle looks like this:
- Why – Help people enjoy more professional success and personal happiness
- How – Teach people the science of ethical influence
- What – Speak, write, train, coach, and consult
I think it’s safe to say most people would like to enjoy more success at work. Quite often success comes about when someone says yes to your new product idea, sales proposal or management change to name just a few. Getting to yes can be tough…unless you understand how to ethically influence others.
Likewise, I believe everyone would like to enjoy more peace and happiness at home. After nearly 30 years of marriage and raising a daughter I can tell you from firsthand experience that life at home is much more peaceful and happy when my wife and daughter willingly say yes to me. I think they’d tell you there’s more peace and happiness when I willingly say yes to them too.
How do you get others to say yes to you more often? Science. Did you know there’s more than 70 years of research into the psychology of persuasion? That’s right, more than seven decades of studies from behavioral economists and social psychologist into this field of study.
One of the most prominent researchers is Robert Cialdini, PhD., the most cited living social psychologist in the world when it comes to the science of ethical influence. As one of only a few dozen people in the world certified to train on his behalf I can share insights with you that will significantly increase the odds of achieving that professional success and personal happiness you’d like to enjoy.
So, what is it that I do to help people? Most obvious, because you’re reading this, is blogging. I’ve been writing weekly on this topic for almost 10 years. Like clockwork, every Monday a new blog post goes live. If you’re enjoying more professional success and personal happiness because of what I write then why not share the blog to help others?
When it comes to speaking I do lots of keynote presentations. I believe keynotes should be fun, entertaining and most importantly actionable. If you’ve attended one of my talks then you know you’ll hear interesting stories, learn some fascinating science and most importantly you’ll get application ideas. After leaving a presentation you’ll have at least a handful of things you can immediately use to be more persuasive.
I separate training from speaking because the training I do is typically one or two full days as opposed to 60-90 minutes. This allows for deep learning when it comes to the principles of influence. More important that the learning (head knowledge), participants get to apply their learning in class. Being persuasive is a skill that needs to be practiced if it’s something you want to excel at.
Coaching is the best way to get better at almost anything skill related. That’s why we see the best athletes in the world continually working with coaches. A coach will push you, encourage you, hold you accountable and share insights you might not otherwise get. Coaching sessions are usually 30 minutes and are tailored to an individual’s particular needs.
Last but not least is consulting. Sometimes there’s a need that has to be addressed immediately. There may not be time for a workshop or coaching because a problem needs to be solved now. Immediate needs aside, some people don’t have time to attend a workshop or know they wouldn’t have the discipline to put into practice what they learn. That’s okay because we can talk about your specific situation and work together to make sure they’re addressed.
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Brian Ahearn is the Chief Influence Officer at Influence PEOPLE, LLC. An author, TEDx speaker, international trainer, coach, and consultant, he’s one of only 20 people in the world personally trained by Robert Cialdini, Ph.D., the most cited living social psychologist on the science of ethical influence.
Brian’s first book, Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical, was named one of the 100 Best Influence Books of All Time by BookAuthority. His second book, Persuasive Selling for Relationship Driven Insurance Agents, was an Amazon new release bestseller in several categories.
Brian’s LinkedIn Learning courses on persuasive selling and coaching have been viewed by more than 400,000 people around the world.