Why do some businesses create lifelong customers while others struggle to gain traction? Why do certain leaders inspire their teams to greatness while others barely keep their employees engaged? Why do some ideas spread like wildfire while others fade into the noise?
The answer comes down to one powerful idea: The Golden Circle.
This concept, introduced by Simon Sinek, explains why the most successful businesses and influential leaders don’t start by focusing on what they do or even how they do it. They start with why.
Imagine three concentric circles. The outermost ring is What. This is the most obvious part of any business or leadership strategy. It’s the product a company sells, the service a business provides, or the role a leader plays. Every company and professional knows their What. A tech company might say, “We build computers.” A marketing firm might say, “We create advertising campaigns.” A leader might say, “I manage a team.”
The next layer in is How. This is where businesses and leaders begin to differentiate themselves. The How explains their unique process, competitive advantage, or strategy. “We build computers that are beautifully designed and easy to use.” “We create advertising campaigns that leverage AI for maximum engagement.” “I manage a team by fostering collaboration and innovation.” The How starts to show what makes them different.
But the real magic happens at the center of the Golden Circle: Why. This is the purpose, the belief, the driving force behind everything. It’s the deeper reason a company exists beyond making money. It’s the core motivation behind a leader’s actions. And it’s the most powerful tool in business and leadership.
Think about the difference between a company that simply says, “We make great products,” versus one that says, “We exist to challenge the status quo and push the world forward.” Which one inspires you? Which one makes you feel something? People don’t just buy what you do—they buy why you do it.
Take Apple, for example. If Apple marketed itself like most companies, its message might sound like this:
“We make great computers. They’re beautifully designed, simple to use, and user-friendly. Want to buy one?”
That’s a perfectly logical message, but it’s not very compelling. Now, let’s look at how Apple actually communicates—starting with Why.
“We believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making products that are beautifully designed and easy to use. And we just happen to make great computers. Want to buy one?”
Do you feel the difference? The first version simply tells you what Apple does. The second version inspires you with a belief system that makes you want to be part of something bigger. This is why people don’t just buy Apple products—they become lifelong Apple fans.
But this isn’t just about marketing. It applies to leadership, too. The best leaders don’t just tell people what to do—they inspire them with a bigger purpose.
Think about Martin Luther King Jr. He didn’t stand in front of a crowd and say, “I have a plan.” He said, “I have a dream.” He didn’t just talk about what needed to change; he painted a vision that people could believe in. And because of that, his message didn’t just inform—it moved people to take action.
Companies that lead with Why don’t just attract customers—they create movements. Consider brands like Tesla, Patagonia, and Nike. These companies don’t just sell cars, outdoor gear, or sneakers. They sell ideas.
Tesla doesn’t just say, “We make electric cars.” Their Why is about accelerating the transition to sustainable energy. People don’t just buy Tesla vehicles—they buy into a vision of the future.
Patagonia doesn’t just sell jackets. Their Why is about protecting the environment. Customers don’t just buy their products—they support a company that aligns with their values.
Nike doesn’t just sell shoes. Their Why is about pushing human potential. Their slogan isn’t “We make great athletic wear.” It’s “Just Do It.” That message is about ambition, drive, and overcoming obstacles. It’s not about what they sell—it’s about why they exist.
Great leaders understand that people don’t follow orders—they follow purpose. If you’re leading a team and all you do is tell people what to do, they might comply, but they won’t be engaged. If you tell them how to do it, they’ll follow instructions, but they won’t be inspired. But if you start with why, if you give them a bigger reason to believe in the mission, they will bring energy, passion, and creativity to the work.
Think about the difference between a boss who says, “We need to hit our sales targets” versus one who says, “We’re here to transform the way people experience our product.” One demands action, the other inspires belief. One treats work as a transaction, the other creates a sense of purpose.
This is why starting with Why is so important. It’s not just about selling more or managing better. It’s about creating a vision people actually want to be part of. It’s about shifting from a business that competes to a business that inspires.
And here’s the real test: If you disappeared tomorrow, would people miss what you do? Would employees feel like they lost a job, or would they feel like they lost a mission they believed in? Would customers just switch to the next competitor, or would they feel like they lost something they were deeply connected to? The businesses and leaders who start with Why create loyalty, trust, and long-term impact.
So, let’s turn this question to you. What’s your Why? Why do you do what you do? And how can you bring that purpose to life in a way that truly inspires others? Let’s talk about it.