Simon Sinek explains how successful leaders and organizations communicate and inspire action. According to Sinek, most companies communicate from the outside in, starting with the “what” and moving to the “how” and “why.” However, he argues that the most influential and inspiring leaders and organizations communicate from the inside out, starting with the “why,” then moving to the “how,” and ending with the “what.”
Sinek’s Golden Circle consists of three concentric circles
This is the core belief, purpose, or cause that inspires and motivates a person or organization. It answers the question, “Why do you do what you do?”
This is the process or actions taken to fulfill the “why.” It answers the question, “How do you do what you do?”
This is the end result or product that is created as a result of the “why” and “how.” It answers the question, “What do you do?”
Sinek argues that companies that start with the “why” are able to create a loyal following and inspire action from their customers and employees. By communicating a clear and inspiring purpose, these companies are able to tap into the emotional drivers of their audience, creating deep connections and loyalty.
In summary, the Golden Circle is a powerful tool for leaders and organizations to communicate their purpose and inspire action. By starting with the “why,” companies can create a deep emotional connection with their audience, creating a loyal following and driving success.