Golden Circle
StrategyA framework by Simon Sinek that explains why some organizations inspire action by starting with "why" instead of "what".
What is the Golden Circle?
The Golden Circle is a framework developed by Simon Sinek that explains how great leaders and organizations inspire action. It consists of three concentric circles:
- Why: Your purpose, cause, or belief—why your organization exists
- How: Your unique value proposition or process—how you do what you do
- What: Your products or services—what you actually sell
The Golden Circle Principle
Most organizations communicate from the outside in (What → How → Why), but inspiring leaders and brands communicate from the inside out (Why → How → What).
Traditional Approach (Outside-In)
- What: We make computers
- How: They're beautifully designed and user-friendly
- Why: (Often unclear or generic)
Inspiring Approach (Inside-Out)
- Why: We believe in challenging the status quo
- How: By making beautifully designed, user-friendly products
- What: We make computers
Why the Golden Circle Works
- Appeals to emotion: People don't buy what you do, they buy why you do it
- Differentiates: Your "why" is unique and harder to copy than your "what"
- Builds loyalty: Customers who share your "why" become advocates
- Guides decisions: Your "why" helps make consistent choices
- Attracts talent: Employees want to work for organizations with purpose
How to Apply the Golden Circle
1. Define Your Why
- What is your purpose beyond making money?
- What cause or belief drives your organization?
- Why does your company exist?
2. Clarify Your How
- What makes your approach unique?
- What are your guiding principles?
- How do you deliver value differently?
3. Communicate Your What
- What products or services do you offer?
- How do they support your why and how?
Examples of Golden Circle in Action
Apple:
- Why: Challenge the status quo, think differently
- How: Beautiful design, simplicity, user experience
- What: Computers, phones, tablets
Tesla:
- Why: Accelerate the world's transition to sustainable energy
- How: Innovative technology, superior performance
- What: Electric vehicles, solar panels, energy storage
Using the Golden Circle in Marketing
- Website copy: Lead with your why on your homepage
- About page: Tell your story starting with purpose
- Marketing campaigns: Connect products to your mission
- Sales presentations: Start with why customers should care
- Content marketing: Create content that reflects your values
- Brand Voice
The distinct personality and tone your brand uses in all communications, ensuring consistent messaging across all touchpoints.
- Positioning Statement
An internal statement that defines how you want your brand to be perceived in the market relative to competitors.
- Value Proposition
A clear statement that explains the unique value your product or service provides to customers and why they should choose you over competitors.