Start with Why

Sinek's Golden Circle

Simon Sinek's  Golden Circle Framework explains why some leaders and organizations are able to inspire and drive action, while others are not. It is an attempt to explain why people follow what they follow, not because they have to, but because they want to. 

The Golden Circle consists of three concentric circles, moving from the inside out:

1. WHY
   The is the core of everything: this is the reason why you do what you do.
   Basically, this is all about purpose, belief or cause: the reason WHY the organisation exist. Or on a personal level, why you get out of bed in the morning.
   To give you a concrete example: it is not about making money, money is merely a result 

2. HOW
   These are the principles or values you use to bring your WHY to life.
   It describes your operational model or how you do things: processes, systems, approaches to get a result. 

3. WHAT
   In essence, this is the result of your WHY and HOW: the products, services or concrete activities your organisation offer. This often the most tangible and thus most visible and easiest aspect to describe. 

Inspiring leaders and organisations communicate from the inside out: they start with addressing the deeper, emotional parts of the brain that drive decisions and create loyalty. When you do it the other way around (this is starting with what you do,  explaining how you do it and then clarify the why), it is far less effective.
When you work from the inside out, you are offered an alternative to short-term manipulations like discounts or fear tactics, in stead of building genuine loyalty and trust.
To be effective, the Golden Circle requires CLARITY on the why, DISCIPLINE in how and CONSISTENCY in what.