What's behind your idea?
Show what you stand for and share the motivation behind your idea with others, so they understand why your idea matters.
You have a great plan or idea that you want to implement and you believe it is really important that it be realized, but can you explain it convincingly to others? What is behind your idea, what is at its core? Especially if you are looking for backers, it is important that you can bring them into your motivation. Below are some ways to clearly explain this motivation.
Why do you want to do this?
You can stimulate your thinking about why you want to implement your plan by asking yourself all kinds of questions. You can write down the answers in text form. Consider the following questions, for example:
- Why is it so important that your plan is implemented? What is the urgency? What do you see around you—in society or in your living environment—that your idea offers a solution for?
- Can you explain what drives you? What is your intrinsic motivation for getting started with this plan? Perhaps you have experienced something yourself for which your plan offers a solution, or you are concerned about something and know that with your creative mind you can find a new solution.
- The "why" question can help you with this: why is it important that your plan becomes reality? Why do you want to do this?
Simon Sinek's Golden Circle
Usually, you can easily explain what you want to do or make, and you can often explain how you are going to do it. But you may not often think about why you are doing something. The Golden Circle, devised by author and inspirational speaker Simon Sinek, is a way of thinking that provides answers. The model consists of three parts:
- Why – What are you striving for (your mission)?
- How – How do you do it, and what makes your approach different, better, or unique?
- What – What exactly do you deliver (which products or services)?
Loyal customers, visitors, and investors come for your "why"—they believe in your purpose and motivations, not just what you sell. As Simon Sinek so eloquently puts it in his world-famous video: "People don't buy what you do, people buy why you do it."
Mission and vision
When you start working on your plan, it is important to clearly define your mission and vision. Your mission is about your inner drive: the answer to the question of why you do what you do. It describes what you stand for, what sets you apart, and what message you want to convey. This is the core of your idea, as expressed in the "Why" of the Golden Circle—your unique reason for being and motivation to get started.
Your vision is like a dot on the horizon: a clear picture of the future you are working towards. It is not just about your contribution to society or your environment, but about how you see things differently and what you want to change. It is the 'things can be different' story that not only motivates you, but also inspires others and convinces them of the added value of your approach.
Value proposition
The value proposition forms the core of your (business) plan or organization. It describes what you do and why you do it—in other words, the "why," "how," and "what" of the Golden Circle—and shows how you create value. This starting point is also an important part of the business model canvas. It describes the uniqueness of your plan or organization and is also a showcase for the products and services you sell.
If you want to go a step further and emphasize that you are a mission-driven organization, you can get started with the responsible business model canvas. This model focuses on social impact rather than purely profit. It not only helps you reflect on the feasibility of your plans, but also shows which choices you make based on your motivations and mission. By linking your value proposition to a responsible model, you show how you want to make a positive contribution to society.
📖 Definition: The business model canvas is a visual tool that helps you map out all the building blocks of your business model on a single, clear page, such as customer segments, value proposition, channels, customer relationships, revenue streams, core activities, and cost structure.
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