Start with WHY—Because ‘Buy My Stuff’ Isn’t Inspiring
Ever wonder why some brands inspire fierce loyalty while others struggle to get noticed? It all comes down to Simon Sinek’s Golden Circle—a simple yet powerful framework that explains how great leaders and businesses communicate. In this blog, we break down the WHY, HOW, and WHAT of the Golden Circle (with a touch of humor), show you why most companies get it completely backward, and reveal how you can use this strategy to build a brand people actually care about. If you want to sell without sounding salesy, create a loyal audience, or just understand why Apple fans treat new iPhones like holy relics, this one’s for you.
In the world of business, marketing, and leadership, one concept has stood out as a game-changer: The Golden Circle by Simon Sinek. If you’ve ever wondered why some companies inspire undying loyalty while others struggle to get noticed, Sinek has an answer—and it’s all about flipping the way we communicate.
What Is the Golden Circle?
Sinek’s Golden Circle is made up of three concentric layers:
WHAT – This is what a company does. The products they sell, the services they offer, the thing you’d write on a business card.
HOW – This is the unique process, values, or differentiator that sets them apart from the competition.
WHY – This is the deep, underlying purpose or belief that drives everything. It’s not about making money (that’s a result). It’s about the mission, the reason for existing.
Most companies and people start with WHAT and work their way inward:
“We make the best widgets (WHAT) using cutting-edge technology (HOW), and oh yeah, we believe in innovation (WHY).”
Sinek argues that inspiring leaders do the opposite—they start with WHY and move outward. Think about brands like Apple, Tesla, or Nike:
“We believe in challenging the status quo (WHY). We do this by creating beautifully designed, user-friendly technology (HOW). Oh, and we happen to make great computers (WHAT).”
Why This Works (And Why Most Get It Wrong)
The reason starting with WHY is so powerful comes down to human psychology. The WHY taps into the limbic brain—the part that controls emotions, decision-making, and trust. People don’t just buy what you do; they buy why you do it.
When businesses or individuals lead with WHAT (“Here’s our product, please buy it”), they’re appealing to logic. But people make decisions based on emotion first and justify them with logic later. That’s why storytelling, mission-driven branding, and a compelling WHY create fierce loyalty—it speaks to the part of the brain that actually makes decisions.
The Golden Circle in Action
Take a look at companies and leaders who truly inspire:
Apple: “We believe in challenging the status quo (WHY). We create beautifully designed products (HOW). Oh, and we sell computers and phones (WHAT).”
Tesla: “We believe in a sustainable future (WHY). We make innovative electric vehicles and energy solutions (HOW). Here’s a car you’ll love (WHAT).”
Martin Luther King Jr.: “I have a dream” (WHY), not “I have a 12-point plan” (WHAT).
Compare that to a company that leads with WHAT:
“We make high-quality, affordable computers.”
Not exactly inspiring, right?
How to Apply This to Your Brand (Without Sounding Like a TED Talk Wannabe)
If you want to stand out in business, branding, or leadership, try flipping the script:
Start with WHY – Why do you do what you do? What’s the belief or mission that fuels your work?
Define HOW – What unique process, approach, or values make you different?
End with WHAT – Only after your audience understands your WHY should you introduce what you actually sell or offer.
For example, let’s say you’re a mortgage loan officer (hypothetically speaking, of course):
Bad Approach (WHAT-first): “I help people get home loans. I offer competitive rates and excellent service.”
Golden Circle Approach: “I believe homeownership changes lives and builds generational wealth (WHY). I make the process simple, stress-free, and personal (HOW). I happen to offer mortgage loans (WHAT).”
See the difference? One is a generic sales pitch. The other is a mission people can connect with.
Final Thoughts: Why You Should Care
Simon Sinek’s Golden Circle isn’t just a theory—it’s the framework behind some of the most successful companies, brands, and leaders. If you want to inspire trust, loyalty, and action, start with WHY.