In his influential TED Talk “How Great Leaders Inspire Action,” Simon Sinek uncovers a powerful approach that differentiates inspiring leaders from others: the Golden Circle. It’s a simple yet profound concept that focuses on three layers of communication: What, How, and most importantly, Why.
The Golden Circle Rule
At the core of the Golden Circle is a radical departure from traditional thinking. Most people, particularly leaders, tend to communicate their ideas by focusing only on the outer layers: What they do and How they do it. These aspects are important, but they miss the essence of why people truly connect with an idea, product, or cause.
According to Sinek, great leaders and organizations communicate from the inside out - starting with the Why. This inner layer is the foundation of purpose, belief, or mission. It taps into emotions, creating a powerful connection that resonates with people on a deeper level.
The Layers of the Golden Circle
1. Outer Layer: What
This is the most basic level of communication. It refers to what a company or leader does - the product they make, the service they provide, or the results they achieve. While it’s easy to describe, it doesn’t explain the reason behind those actions.
2. Middle Layer: How
The next layer represents how something is done. This might include the processes, strategies, or methods a company or leader uses to achieve their goals. While more detailed than the “What,” it still lacks a compelling reason for others to care.
3. Inner Layer: Why
The Why is the key. It’s the purpose behind everything a company or leader does. It answers the question, “Why do we do what we do?” This layer communicates passion and belief, allowing leaders to inspire people rather than merely inform them.
- Why It Matters?
People Don’t Buy What You Do; They Buy Why You Do It
Sinek’s central message is that people are not driven by what you do, but by why you do it. When leaders lead with their “Why,” they create a sense of trust and loyalty that extends beyond rational decision-making. This emotional connection is what moves people to take action, buy products, or follow a cause.
For example, Sinek points to Apple as a company that successfully embodies the Golden Circle. Apple doesn’t just sell computers (the What) or focus on their innovative design and user experience (the How). Instead, they emphasize the belief that they challenge the status quo and empower creativity (the Why). This purpose drives their followers’ loyalty and sets them apart.
The Takeaway
The Golden Circle is more than a communication tool - it’s a mindset shift. Whether you’re an entrepreneur pitching an idea, a leader rallying your team, or a brand reaching out to customers, starting with Why helps create a message that resonates emotionally and inspires action.
By understanding and applying Sinek’s Golden Circle, you can lead with purpose, inspire trust, and foster loyalty. So, the next time you want to communicate or sell an idea, remember: Start with Why.