Sinek claims that the difference between inspired and uninspired organizations is in the order of communication and action. Where uninspired organizations communicate from outside to inside (WHAT> HOW> WHY), inspired organizations do exactly the opposite. (WHY> HOW> WHAT)
'People don't buy what you do, they buy why you do it.' — Simon Sinek
The Golden Circle of Abstraction originated from several creative sessions attended by a number of Abstraction and Stuurmen employees.
WHY
Beyond Boundaries
HOW
By exploring new grounds, by never settling, by exceeding expectations, by pushing limits, by building an A+ team, by keeping adapting, by challenging each other, by blowing peoples' minds.
WHAT
Platform porting, programming and co-development, technical management, consultancy.
'Beyond Boundaries' is not only the 'WHY' but also the Abstraction pay-off. This is what typifies us. We do not shy away from a challenge. Make it hard for us, and if possible, even harder. Quality is our priority, so we'll always find a way.
We also see 'Beyond Boundaries' as exceeding the literal reality-limit. We travel daily between two worlds.
'Beyond Boundaries' is the common good that we share with both (potential) customers and (potential) employees. It gives us the opportunity to create a strong, emotional bond from the beginning. This is a much stronger bond than if it only originated from a common 'WHAT'.
Beyond Boundaries