New Golden Circle for Generation-Z
It's been almost 18 years after Simon Sinek rocked the Marketing world with his famous TED talk introducing 'the Golden Circle'. Now the u?p?c?o?m?i?n?g? snotty Generation-Z professionals who weren't even potty-trained back then have refurbished mr Sinek's framework to better stand up to today's reality of brand marketing.
Critics of the original Golden Circle never failed to point out that besides Apple, there weren't really any other companies or brands out there for whom Sinek's framework rang true. Now, young trainees and interns from across the globe have worked together to create a new Circle. One that they feel better guides brands in engaging with t?o?d?a?y?'?s? ?y?o?u?n?g? ?a?d?u?l?t?s? arrogant little sh**s like them.
"Today's young branding professionals are tomorrow's CMO's and the simple truth is that none of us know who Steve Jobs was, what a TED talk is, and only know Simon Sinek as some guy whose posts our older colleagues keep sharing on LinkedIn", says Delilah (22). During her internship at a large detergent brand, she was tasked to create a needs-framework to help brand marketers attract young users into the category. "My first surprise was that all my Boomer colleagues insisted most of them were not Boomers, but Generation-X and Millennial. Well whatever, Oldielocks."
Delilah found that many of her age group peers were struggling in similar ways when making their first steps into the corporate world. The typical middle-management roles of product branding and marketing are firmly held by the Millennial generation. She shares her experiences with us in a WhatsApp chat, "These Wrinkletons think every consumer on the planet is busy worrying about mortgages and their kids' schooling. Ha! Surprise surprise, some of us still have a life."
领英推荐
After seeing countless comparable experiences on Instagram and TikTok, Delilah and 62,239 others joined forces to create a Golden Circle for marketing to them, instead of a younger version of an old person. We are currently looking for experts who can help us decode its meaning, as we cannot make sense of it yet. Watch this space!
Follow us here on LinkedIn for a regular dose of common sense, or on?Twitter?if you're worried your boss will ask questions.