Konfidant has taken the mathematical definition of concentric circles – circles that have the same center – and applied relevant practical strategic and marketing applications to the way that it approaches issues.

For instance, we can look at analyzing a branding project by asking and answering the inner circle question first and then proceeding to the next outward question/answer (circle) and so on. The following is a condensed and simplistic example of this concept. Many time this is used for new product / service development and launches.

What are we about? (culture)? What are we good at? (core competency)? What do we want to communicate? (identity)? Who is our target audience? (customers)? How will we reach them? (sales)

We can also work from the most outer circle first and then move inwards as we pose the problem at hand and then ask and answer each question (i.e. circle) which is similar to “peeling the onion and 360 analysis. This type of approach is typical with troubleshooting issues or crisis management. Again, A simplistic example follows:

Issue: Sales/market share has decreased? Is it a managerial issue? Is it a sales force productivity issue? Is it a question of increased competition? Is it because of macro events?