In his 2009 bestselling book “Start with Why”, Simon Sinek introduced the concept of a Golden Circle, which is based on his belief that “people don’t buy what you do, they buy why you do it.” He suggested that most companies start their communication with the “what” (they do) and then work their way towards the “why” (they do it), sometimes adding information about the “how” they do it, but very rarely actually share the “why”. He pointed out that many of the most successful brands communicate in the opposite direction, they start with the “why” and then move on to talk about how they do it and what they do.
He uses Apple as an example. Customers buy in to Apple’s philosophy, of thinking differently to challenge the status quo, designing user-friendly beautiful products that are easy to use, and their products include computers, phones and watches.
So we sat down to work out what the Fairburn Golden Circle would look like. What drives us to do what we do?
What we found was a fundamental belief that well designed, installed and maintained Industrial Heating Systems should never cause downtime, and we want to work with customers who share that belief and want to make it happen in their businesses.
How do we make that happen for our customers? We help them transition from unplanned breakdowns and reactive repairs to a proactive asset management philosophy.
You can read more about our vision, values and how we work with customers here. If you share our belief and would like to find out how we can help ensure your industrial heating systems are not a cause of downtime, please call us on 01886 358 025
If you would like to find out more about Simon Sinek and the Golden Circle, we recommend the TED talk “How great leaders inspire action“.