Why do you do what you do? Why should a consumer care? It is all in the WHY that instantly allows someone to subconsciously build a relationship with your brand. This theory is commonly known as the Golden Circle and is used by many successful brands. Simon Sinek uses Apple’s business model as an example of the Golden Circle; he explained that the action is inspired by reverse communication. Confused? Let me explain.

Normal employees know WHAT they do, some would know HOW they do it, but very few know WHY they do it. The ‘why’ is not to make money or for advancement, it is what that brand or company believes. What message they are bringing to the world. For example, a car salesperson would start by here’s a car; it has leather interior, it has great mileage – buy our car. Compare this to Apple; everything they do, they believe in thinking differently. They challenge the status-quo. The way they do this is by creating beautifully designed technology that is easy to use. They just happen to make computers.

By working backwards, your brain subconsciously feels connected to Apple’s beliefs and views. Whereas you are not emotionally attached to the car salesperson’s pitch. Want to learn more? I recommend reading Start With Why by Simon Sinek; it’s a great read and a disrupter to a way of thinking.

This month, we explored the world of New Zealand Made and looked into brands who believe in supporting local. We ask the question, is New Zealand Made dead? Read more on page 6.

Vancouver Fashion Week Spring/Summer 2018 is almost here! We’re are very proud sponsors of the show and can’t wait to show you the ins and outs of the event in our September issue. See our short list on page 14 including Srishti Kaur representing New Zealand. We are heading up to cover the show and will have a post-show wrap in our October issue.

Rumour has it that David Jones is opening in Newmarket, if correct, this would definitely add to the resurgence of Newmarket as a premier shopping area and provide an excellent anchor tenancy.

Finally, my joke of the month. A blind rabbit and a blind snake cross paths.

“What kind of animal are you?” Asks the snake. “I really don’t know,” said the rabbit. “I’ve never seen myself. Maybe you could examine me and find out?”

The snake felt the bunny and said “Well, you’re soft and cuddly. You have long silky ears and a little fluffy tail. You must be a bunny!”

“Awesome!” said the bunny. “Now, what kind of animal are you?”

“I really don’t know,” replied the snake. “I’ve never seen myself either. Maybe you could examine me and find out?” The rabbit feels the snake all over and replies, “You’re hard and cold, and you haven’t got any balls. You must be a lawyer!”