“People don’t buy what
you do, they buy why
you do it.” —Simon Sinek,
“The Golden Circle”
Understanding
the Golden Circle
In understanding your
Why, it’s also crucial to
see the big picture—
what Simon Sinek has
coined the Golden Circle.
He emphasizes finding
balance across all three
components: Why, How,
and What.
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HAVE A CLARITY OF
WHY. Once you grasp this
concept, others will better
understand your reason for
being as a business.
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ALIGN YOUR HOW. Your
How—the actions that
demonstrate the Why—
bring your Why to life.
According to Sinek, these
must be aligned with
your company’s values,
strengths, and beliefs.
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KEEP YOUR WHAT
CONSISTENT. Your What,
or the business itself,
must conform to what you
believe on every level.
The WHY
Behind Your Business
You know what you do. And most people in business are tuned in to
how they do it. But what about the why? Why do you do what you do?
It turns out that understanding the
Why in business can be the difference
in a company’s survival. Simon Sinek,
founder of Start With Why, outlines
these concepts in his “The Golden
Circle” presentation to help leaders
uncover their Why. He explains that the
Why is not revenue-based or focused on
making profits—it’s the purpose, cause,
or belief that inspires you.
Inspiring Action
Companies that are in tune with their
Why champion the heart of their
message. It’s easy for customers or
clients to connect with a Why. Sinek
gives an example of a company that
starts with a What—in this case, the
What is a law firm. The How is based
around having top-tier attorn