Generation Why


By: Phil Paschke

While the “Golden Circle” probably sounds like one of your mid to high end donor categories (depending on whether or not you have platinum, diamond, and dilithium levels), it’s also a a concept by author Simon Sinek that’s all about starting with the question “why?”, noting that many companies start their marketing with “what” they’re selling (i.e, events), then decide “how” to sell them, and may never even get to the “why”. Instead, he suggests putting the “why” at the heart and moving outwards from there.

Golden Circle Concept
Simon Sinek’s Golden Circle

In How to Apply the ‘Golden Circle’ to Your Marketing and Performance Measurement on on October 15th, Laura Patterson applies the Golden Circle concept to creating a marketing plan. While the article is for-profit / business focused, it’s still very much applicable to marketing the arts. One particular gem stuck out for me that’s always a good reminder:

“Marketers do not market to buckets of revenue, they market to people.”


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Phil Paschke
Philip has had a fascination with all things tech ever since his parents brought home a Commodore 64 and he learned to type Load “*”,8,1. Combining his love of gadgets with a passion for music, he completed a B.Mus in Theory and Composition, while working part-time at the Edmonton Symphony Orchestra & Winspear Centre box office. After thirteen years with the organization progressing through titles like New Media Specialist and Communications Manager, he recently relocated to Wagga Wagga, Australia (really) for a down-under adventure. Whichever hemisphere he's in, Philip makes time for fine food, peaty scotch, and staying up way too late playing Sim City.
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