How the Golden Circle Shapes a Purpose-Driven Program

By Mrinalini Chowdhary, CLMP
Director, Technique & Insights, Epsilon EMEA

In as we speak’s fiercely aggressive market, I discover myself consistently looking out for revolutionary methods to foster buyer loyalty and set manufacturers other than the gang. Among the many gamut of approaches obtainable, one framework that significantly resonates with me is Simon Sinek’s Golden Circle.

As we delve into the core rules of the Golden Circle  – the “why,” “how,” and “what”  – and apply them to designing a loyalty program, we are going to uncover a movement to conceptualizing, orchestrating, and creating a compelling worth proposition.

We all know that loyalty packages are greater than only a means to drive repeat purchases: they’re platforms for creating significant and enduring relationships with clients. And but, after we start designing a program, we soar the gun and dive straight into the ‘how.’ I.e., this system method, and the ‘what’ i.e., the worth proposition. We have to take a step again and consider the ‘why’ i.e., the idea of this system and why it exists.

At its essence, the Golden Circle has challenged me to articulate the “why”: the aim of a model’s program must propel the model’s total mission in a manner that deeply resonates with their target market. On this article, we will discover the intersection of the Golden Circle framework and loyalty program design, and the way manufacturers can leverage a purpose-driven technique to domesticate loyalty, drive engagement, and in the end obtain sustainable progress.

The Golden Circle By the Loyalty Lens

Within the context of a loyalty program, the Golden Circle might be utilized as follows:

Why – The Program Idea

On the core of the Golden Circle is the “Why” – the aim, trigger, or perception that evokes and drives a enterprise. It is the explanation why the model exists past making a revenue. Within the context of loyalty packages, the “Why” represents the deeper motivation behind participating clients and fostering loyalty. It may very well be about creating significant connections, enhancing buyer experiences, or fulfilling a selected want or aspiration. Loyalty packages rooted in a powerful “Why” usually tend to resonate with clients on an emotional stage and drive long-term engagement. For a powerful program idea, we’d like the model’s why to be woven into this system.


  • Starbucks’ loyalty program, Starbucks Rewards, is pushed by the idea in creating rewarding experiences for purchasers past simply espresso purchases. The “Why” behind Starbucks Rewards is to reinforce buyer satisfaction, construct neighborhood, and reward loyalty.
  • TOMS’ loyalty program, Passport Rewards, is pushed by the model’s mission of giving again. For each pair of sneakers bought, TOMS donates to help well being, schooling, and financial empowerment globally. The Passport Rewards program embodies TOMS’ dedication to creating a optimistic affect with each buy.

How – The Program Method

The “How” represents the method or method by which a model fulfills its objective. It encompasses the methods, values, and guiding rules that form how the model operates and delivers worth to its clients. Within the context of loyalty packages, the “How” refers back to the strategies and ways used to realize this system’s goals. This might embody customized rewards, seamless consumer experiences, or revolutionary engagement methods. The method additionally contains the channels used for loyalty, lifecycle communications, reporting, segmentation methods, partnerships, expertise, and so on.


  • Sephora’s Magnificence Insider program leverages buyer information and habits to supply customized product suggestions, magnificence suggestions, and rewards tailor-made to particular person preferences. By offering custom-made experiences each in-store and on-line, Sephora enhances buyer engagement and loyalty.
  • Hilton Honors loyalty program focuses on delivering distinctive experiences to its members via customized service and tailor-made rewards. By leveraging buyer information and preferences, Hilton creates custom-made stays, upgrades, and unique advantages, enhancing the general journey expertise for loyal company.

What – The Program Assemble

The outer circle of the Golden Circle represents the tangible merchandise, providers, or actions {that a} model presents. It is the “What” that clients see and work together with on a day-to-day foundation. Within the context of loyalty packages, the “What” refers back to the particular advantages, rewards, and perks supplied to program members. This might embody reductions, unique entry, loyalty factors, or customized presents. Whereas the “What” is necessary for attracting and retaining clients, it is the “Why” and “How” that in the end drive deeper connections and loyalty over time.


  • Amazon Prime’s loyalty program presents members a variety of advantages, together with free two-day delivery, streaming providers, and unique offers. These tangible perks complement Amazon’s objective of offering comfort, choice, and worth to its clients.
    • American Categorical’s loyalty program, Membership Rewards, presents cardholders a wide range of advantages, together with factors for purchases, journey perks, and entry to unique occasions. These tangible rewards complement the model’s overarching objective of offering worth and comfort to card members.

Utilizing this information, let’s apply the Golden Circle via the loyalty lens utilizing Marriott Bonvoy for example.

Program Idea

This system idea displays the aim, perception and affect of the model and story is constructed round it beginning with the identify of this system itself – Marriott Bonvoy, which means ‘Have a superb journey’.

  • Function: The core objective of the Marriott Bonvoy program is to create memorable journey experiences and construct lasting connections with company.
  • Perception: Marriott believes that journey enriches lives and brings individuals collectively, fostering cultural understanding and private progress.
  • Affect: By prioritizing buyer satisfaction and loyalty, Marriott goals to turn into the popular alternative for travellers worldwide, contributing to optimistic visitor experiences and long-term model loyalty.

Program Method

  • Course of: Marriott implements customized service, revolutionary expertise, and seamless reserving experiences to reinforce the journey journey for Bonvoy members.
  • Methods: Marriott leverages buyer information and preferences to supply tailor-made suggestions, unique perks, and customized presents, making certain that every visitor feels valued and appreciated.
  • Execution: By strategic partnerships, strong rewards buildings, and constant service excellence, Marriott delivers on its dedication to offering distinctive journey experiences for Bonvoy members.

Program Assemble

  • Choices: The tangible choices of the Marriott Bonvoy program embody a spread of advantages corresponding to free nights, room upgrades, airline miles, and VIP entry to occasions.
  • Worth Proposition: Bonvoy members get pleasure from unique privileges, enhanced facilities, and seamless reserving processes, making their journey experiences extra handy, rewarding, and memorable.
  • Differentiation: Marriott units itself aside by providing numerous lodging choices, world presence, and a variety of redemption alternatives, making certain that Bonvoy members have entry to distinctive and enriching journey experiences.

Within the coronary heart of Marriott Bonvoy lies a objective: to counterpoint travellers’ lives via unforgettable experiences, fostering connections that transcend borders. With customized service and seamless expertise, Bonvoy transforms journeys into cherished recollections, embodying Marriott’s perception within the transformative energy of journey. By unique advantages and world partnerships, Bonvoy presents a world of prospects, inviting travellers to embark on adventures that resonate deeply with their aspirations and values.

By beginning with the “Idea” and aligning the “Method” and “Worth Proposition” accordingly, manufacturers can create loyalty packages that resonate deeply with clients, foster real connections, and drive long-term engagement and advocacy.

The put up How the Golden Circle Shapes a Function-Pushed Program appeared first on The Clever Marketer.

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