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Why we believe this is important work

Simon Sinek says start with why. He outlines the golden circle, which put simply, helps us understand why we do what we do.

Sinek outlines his view on how Apple would communicate if they were like everyone else:

  • “We make great computers. They are beautiful designed, simple to use and user-friendly. Want to buy one?”

Instead, he shows how Apple actually communicate:

  • “Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly. And we happen to make great computers. Want to buy one?”

Sinek shows that Apple simply doesn’t reverse the order of information, their message starts with why, a purpose, cause or belief that has nothing to do with what they do. What they do – the products that they make, from computers to small electronics – no longer serves as the reason to buy, they serve as the tangible proof of their cause. Sinek argues that people don’t buy what you do, they buy why you do it.

At Hometree, we are extremely mission oriented – our why has been clear to us long before we started this business. So taking inspiration from Sinek’s summary of Apple’s communication style, what does our Golden Circle look like? Well here’s our attempt –

  • “We exist to accelerate the shift to a sustainable future. We believe that climate change can only be solved by taking a local approach. The way we accelerate a sustainable future is by empowering the many stakeholders required, be they homeowners, installers or financiers, by making products which are simple to use and user-friendly, and by providing services which are trustworthy. And we just happen to offer a great service installing a range of energy saving products. Interested in living more comfortably, with lower bills and in an increasingly sustainable way?”


As suggested, our why is to play a key role in the acceleration of a sustainable future. Climate change is the defining issue of our generation, and we want to play a part helping mitigate its potentially devastating effects by giving consumers radical personal control of their home energy consumption, helping them take back their power from the utilities and empowering them to live more independently and in a more financially & environmentally sustainable way.

We believe our work is especially important because buildings are responsible for as much as 40 percent of global energy used, and at least one third of global greenhouse gas emissions – more than transport.

Within buildings, the largest single source of global emissions is our homes. Consequently, making the housing stock as energy-efficient as possible is one of the most effective ways to rapidly reduce emissions. More efficient appliances, better insulated buildings, and improved or alternative energy systems are all necessary solutions.


Hometree is different from other players in the market for a number of reasons. Firstly, we have taken a significant amount of a highly offline industry online, and we will continually be working on digitising as much of this fractured industry as possible over the coming months and years so we can offer the most transparent, hassle free experience possible.

Unlike the many lead generation sites in the market today, all payment and all customer contracts take place with Hometree, so homeowners no longer have to take the risk of working with a small company for their high-cost, important project – they can always come back to Hometree if anything ever goes wrong. We believe it is important that small installers are able to get on with what they do best – installing product, whilst Hometree can add that extra layer of comfort and trust for homeowners who are concerned with getting a job done right when they are spending so much money.


We provide homeowners with the opportunity to locate and book energy saving home improvement work online and through our app.

Hometree trade partners install a range of energy saving products such as boilers, windows, insulation, solar and more – all of which help homeowners to reduce their energy bills, make their home more sustainable and comfortable and to increase the value of their major asset.

Hometree work with a network of highly vetted trade partners who supply an extensive range of top quality branded products which are backed by long-term manufacturer’s warranties, enabling us to supply exactly the right system for every home.


Successful or not, we are content in the knowledge that we are embarking on this journey with a well defined and worthy why. We believe it is crucial that climate change is seen as the greatest business opportunity of the 21st century, and not just the biggest threat. Here’s hoping that the transition to a more sustainable future starts to pick up speed, and that Hometree gets to play a defining role as a leading player in this historic shift.