THE GOLDEN CIRCLE
THE
SCIENCE
OF WHY
BY: SIMON SINEK
T
The work world is tough: Wake up, go to work, deal with the boss (or if
you are the boss, deal with everyone), make money (ideally to make
more this year than last year), come home, manage personal life, go to
bed, wake up, repeat. That's plenty to deal with every day. Why get
fancy (and waste time) by trying to also understand why you do what
you do? The answer to that question isn't fancy; it's simple.
Discovering the WHY injects passion into our work. This is not a
formula for success. There are many ways to be successful (by
traditional metrics); however, the Golden Circle is a tool to help us
achieve long-term, fulfilling success.
THE GOLDEN CIRCLE
Every organization—and every person’s career—operates on three
levels, as shown in the illustration to the bottom right: What we do,
how we do it, and why we do it. We all know what we do: the products
we sell, the services we offer or the jobs we do. Some of us know how
we do it: the things that we think make us different or stand out from
the crowd. But very few of us can clearly articulate why we do what
we do.
THE WHY IS THE PURPOSE, CAUSE, OR BELIEF
THAT DRIVES EVERY ORGANIZATION AND
EVERY PERSON'S INDIVIDUAL CAREER. WHY
DOES YOUR COMPANY EXIST? WHY DID YOU
GET OUT OF BED THIS MORNING? AND WHY
SHOULD ANYONE CARE?
Companies that inspire, companies that command trust and loyalty
over the long term, are the ones that make us feel we're accomplishing
something bigger than just saving a buck. That feeling of alliance with
something bigger is the reason we keep wearing the jersey of our
hometown sports team even though they’ve missed the playoffs for
ten years and counting. It’s why some of us will always buy Apple
products over other brands, even if Apple isn’t always the most
affordable choice. Whether we like to admit it or not, we are not
entirely rational beings. If we were, no one would ever fall in love and
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