julian
17c08e6392
- Nx 22.7 monorepo (pnpm 11.1, TypeScript 5.9, Node 24) - apps/api: NestJS 11 (CJS conforme CODING-RULES.md PGD-DB-004) - apps/web: React 19 + Vite 8 (ESM) - libs/shared/api-interface: Zod contract base - Docker Compose dev: Postgres 18, Valkey 8, MinIO, Mailpit - WDS artifacts: - design-artifacts/A-Product-Brief/ (5 docs canônicos + 16 dialogs) - design-artifacts/B-Trigger-Map/ (hub + 4 personas + feature impact) - Stack canon: STACK.md v2.2 + CODING-RULES.md v2.0 + brand.md - AGENTS.md + README.md como entrada para devs/agentes Co-Authored-By: Claude Opus 4.7 (1M context) <noreply@anthropic.com>
161 lines
3.9 KiB
Markdown
161 lines
3.9 KiB
Markdown
# Golden Circle Framework Guide
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**Simon Sinek's WHY → HOW → WHAT model for persuasive content sequencing**
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---
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## The Golden Circle Model
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```
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WHY (Core)
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↓
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HOW (Process)
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↓
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WHAT (Proof)
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```
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---
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## The Three Levels
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### WHY - The Purpose, Cause, Belief
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**Purpose:** Connect emotionally, establish motivation
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**Questions:**
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- Why does this matter?
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- Why should the user care?
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- What's the emotional truth?
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**Good WHY Examples:**
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- "Are your clients asking about trends you haven't heard of?" (emotional truth)
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- "You deserve to feel ahead, not behind" (aspiration)
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- "Every stylist feels this—you're not alone" (validation)
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**Bad WHY Examples:**
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- "Our company was founded in 2018" (not emotional)
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- "TrendWeek is a beauty newsletter" (WHAT, not WHY)
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- "Sign up now" (jumping to action without motivation)
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**Connects to:**
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- User's driving forces (from Trigger Map)
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- Current emotional state (from Empowerment Frame)
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- The problem or aspiration that matters
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---
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### HOW - The Process, Approach, Differentiator
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**Purpose:** Bridge emotion to specifics, show the method
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**Questions:**
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- How does this work?
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- How do you do it differently?
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- What's the method?
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**Example HOW Content:**
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- "Here's how stylists stay ahead: Weekly trend alerts delivered Monday morning"
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- "60-second explainers—understand trends fast enough to use them same day"
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- "Client conversation starters included—no guesswork"
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**Connects to:**
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- Essential information (Action Filter)
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- Capability framing (Empowerment Frame)
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- The transformation path
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---
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### WHAT - The Tangible, Proof, Specifics
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**Purpose:** Provide concrete details and enable action
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**Questions:**
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- What exactly do you do/offer?
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- What are the features?
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- What's the concrete evidence?
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**Example WHAT Content:**
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- "Join TrendWeek—Free for Stylists"
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- "2,000 stylists already ahead"
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- "Start Staying Ahead" (CTA button)
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- "Free. Cancel anytime."
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**Includes:**
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- Specific features or offers
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- Tangible evidence
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- Social proof
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- The ask/action
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---
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## Key Insights
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**Start with WHY:**
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- People don't buy WHAT you do, they buy WHY you do it
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- Emotion drives decisions, logic justifies them
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- WHY creates connection before presenting solution
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**Bridge with HOW:**
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- HOW explains the approach that delivers on the WHY
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- Shows your unique method or differentiator
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- Builds confidence in the transformation
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**Prove with WHAT:**
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- WHAT provides concrete specifics after buy-in
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- Only effective after WHY and HOW establish context
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- Enables action with confidence
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---
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## Common Mistakes
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**Mistake #1: Starting with WHAT**
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- ❌ "TrendWeek is a weekly newsletter for hairdressers..."
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- ✅ "Are your clients asking about trends you haven't heard of?"
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**Mistake #2: Missing WHY**
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- Content feels cold and transactional
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- No emotional connection
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- Features without context
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**Mistake #3: WHAT before WHY**
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- Content feels salesy and pushy
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- User isn't ready to hear specifics
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- Premature call to action
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---
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## Sequencing Within Sections
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The Golden Circle is fractal—apply it at page level AND within each section:
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**WHY Section Micro-sequence:**
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1. Problem recognition (emotional hook)
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2. Validation (you're not alone)
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3. Aspiration (you can feel different)
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**HOW Section Micro-sequence:**
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1. Introduce solution approach
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2. Explain key differentiator
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3. Show transformation path
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**WHAT Section Micro-sequence:**
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1. Name the product/offer
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2. Social proof
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3. Clear CTA
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4. Risk removal
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---
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## Application Notes
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- The "aha moment" from Step 4 often lives in the HOW section (the insight that bridges emotion to action)
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- If WHAT comes before WHY, content feels salesy and pushy
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- If WHY is missing, content feels cold and transactional
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- This structure works for pages, sections, paragraphs, even sentences
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- The Golden Circle creates natural persuasive flow: emotion → method → specifics
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---
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_Golden Circle framework guide for Step 5 - Structural Order_
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