Beauty in Mind with Roberto Valente

The importance of why

Let’s try to go a little deeper. Sinek draws the so-called “golden circle”, that is to say a series of three concentric circles: in the inner one lies the “why”, in the middle one the “how” and in the outer one the “what”. 

Most companies, and therefore the people who work there, at all levels, are focused on the “what”; that means everyone (hopefully) knows what the company does. When it comes to how, that is where there are starting to be doubts. 

But when the fateful question arises: “Why?”, then very few know how to answer. The “why” is connected to the limbic part of our brain, the one that does not formulate calculations or reasoning, but generates emotions.This is a topic that is more relevant than ever, especially in a period of great change and just as much uncertainty about the future. 

It is not enough to be aware of what you do, but it is important to have a clear understanding of the ultimate goal, the “mission” of your company. The example mentioned by Sinek is Apple. In its founder’s mind, Apple wasn’t supposed to make phones or simply make devices with some features different or better than the competition; the real “why” was to change the way people communicated. 

A very high goal, which could seem unattainable. But that was what made the difference. 

Our why

In Health and Beauty as a company, we have set ourselves a very ambitious scope: to spread beauty as much as possible. 

And we chose this, knowing that people who see themselves as beautiful and are surrounded by beauty feel even better. 

It is a psychophysical well-being that beauty can give. To achieve this goal, we want to be alongside all the companies and operators working in the beauty field to support them in achieving their goal. 

This is why we coined our slogan, which reads: “We believe in the power of beauty”.