The Golden Circle by Simon Sinek

The Golden Circle by Simon Sinek is a concept that aids businesses in shifting the way they see their service and goods. Many companies offer goods and services and are profitable, so why is one more thriving than the rest? Because of the way they have positioned themselves, are their products superior? Or are they better able to connect with their clients?

The idea of the Golden Circle is from Simon Sinek’s book, “Start with Why.” The “why,” or the rationale behind everything you or your business does, is crucial but too often overlooked.

Author and speaker Simon Sinek enjoys international fame. His first TEDx talk, Start With Why, went viral. It managed to attract over 40 million views, and was translated into 47 different languages. Simon Sinek wrtote numerous best-selling books: “Start With Why,” “Leaders Eats Last,” “Together Is Better,” and “How to be a Better Leader.”

Simon Sinek
Simon-Sinek Image credit TEDxNijmegen

The Golden Circle by Simon Sinek explains why some individuals and organizations are exceptionally effective at inspiring others. And effective as distinguishing themselves from the competition.

The Golden Circle concept is based on neuroscience. People respond more effectively when messages reach the areas of their brains that regulate their emotions, behaviour, and decision-making. We typically begin by deciding what we’re going to do, plan out how we will do it. And then attempt to justify our actions to ourselves and others later.

We will examine the Golden Circle in greater detail and describe how you can use it in your business.

The golden circle’s goals

When used in corporate strategy, the golden circle has a clear objective. It is to develop or create the value of a new product, concept, or business.

To demonstrate the core of the golden circle, one of his insights from the TED Talk serves as an example:

People don’t buy what you do; they buy the reason why you do it.

Simon Sinek

A product isn’t just a thing but rather the interpretation of a conviction, a desire, or a dream. Therefore, you can not solely attribute an organization’s success to how they struture their procedures or the technology it employs. However, these characteristics are also essential for its efficient operation. On the other hand, the power of a brand to assemble, motivate, and please a captive audience while valuing the organization’s core values above all else is directly related to business success.

How does The Golden Circle by Simon Sinek work?

You may use The Golden Circle by Simon Sinek for the following motives:

  • To develop your brand and marketing messages,
  • align your organization’s values, and
  • current and future product development


Running a successful business is not the goal; that is the outcome. Very few individuals or organizations can succinctly explain why they do what they do. Your purpose is the main focus of the why. Why is your business in existence? What motivates you to leave your bed today? Why should anybody care, then? The Why is:

The compelling higher purpose that inspires us and acts as the source of all we do.

Simon Sinek

Simon Sinek attributes Apple’s success to the fact that it began with “Why.” He claims that as a result, Apple was successful in attracting clients who had similar values. This served as the foundation of Apple’s marketing strategy and the fuel behind its operations.

Start with the Why
Why by Polina- Zimmerman

The word “why” describes your motivation, the reason you exist and act.

According to The Golden Circle by Simon Sinek , expressing one’s “Why” appeals to the area of the listener’s brain that affects behaviour. Start by daydreaming about what motivates you before deciding what you will do or attempt. You can be passionate about learning about novel concepts on the verge of innovation or about other people. What motivates you to carry out your preferred activities? Your why will likely be your response.


Why matters only when you do something with it. We must consider the means also referred to as the how, before we can consider the outcome. Your how should be an extension of your why and provide a strategy for how to get there.

For values or guiding principles to be truly effective they have to be verbs. It’s not ‘integrity,’ it’s ‘always do the right thing.’ It’s not ‘innovation,’ it’s ‘look at the problem from a different angle.’

Simon Sinek

Individuals and businesses are adept at what they do. They use HOWs to describe how something is different or superior, whether you name them a “differentiating value proposition” or a “unique selling proposition.”

The Golden Circle by Simon Sinek
The Golden Circle by Simon Sinek I by Smart Insight

According to Simon Sinek, “How” message can also interact with the limbic brain. It is a crucial region that controls behavior and emotion.


What by Jeff Stapleton

The what is the last component. Every organization on the world is proficient in what they perform. No matter how big or little the business is, or what sector it operates in, this is true. Everyone has no trouble describing the goods or services their business offers or the position they hold.

The what serves as evidence for your why. If the outcome of your efforts mirrors your why, it means that your what is also powerful. The actions you will do to further your why can be included in your what. Although the majority of individuals start here, it is important to finish with what. To ensure that everything you do, has purpose.

The only way people will know what you believe is by the things you say and do, and if you’re not consistent in the things you say and do, no one will know what you believe.

Simon Sinek, Start with Why

According to Simon Sinek, “What” message mainly appeals to the neocortex, the rational section of our brain. The limbic brain is where “Why” and “How” are more effectively accessed. It is more of a decision-making driver than the cerebral cortex. Instead than concentrating on what they do, successful people and organizations explain why they do what they do.

The Golden Circle by Simon Sinek
The Golden Circle by Simon Sinek I image from

The Golden Circle by Simon Sinek in practice


It’s difficult to comprehend Elon Musk and Tesla’s recent achievements without taking into account their Why. Their Golden Circle appears as follows:

  • Why: Our mission is to accelerate the world’s transition to sustainable energy.
  • How: We work tirelessly to find new ways to make sustainable energy more affordable, accessible, and cost-effective..
  • What: We produce electric cars.


A premium outdoorclothing brand. People that work with Patagonia are committed to preserving the environment.

  • Why: We’re In Business To Save Our Home Planet.
  • How: Our main concerns are utility and simplicity. We concentrate on usefulness, repairability, and durability to provide the greatest product.
  • What: Premium outdoor goods


In his Ted talk, Sinek used Apple as an illustration to show the Golden Circle.

  • Why: Everything we do, we believe in challenging the status quo. We believe in thinking differently.
  • How: We disrupt the existing quo by creating goods that are aesthetically pleasing, straightforward to use, and user-friendly.
  • What: We only produce great computers.

Time to put The Golden Circle by Simon Sinek into action

The Golden Circle must be used if it is to be successful, as with all excellent ideas. Let’s review the essential points before you get straight in.

  • Why are certain leaders more inspiring, inventive, and able to inspire others than others? Why do certain businesses engender stronger loyalty in both consumers and employees?
  • When we begin with “Why,” we move from the center of the circle outward. The “Why” is the justification for purchasing. The “Whats” are just the physical goods that serve as evidence of that belief. The “Whats” are the arguments we may use to support why we prefer one organization over another.
  • Simon Sinek looked how the most successful companies think, behave, and communicate. When they begin with why, the Golden Circle shows how leaders may inspire collaboration, trust, and transformation in a firm.

The Golden Circle by Simon Sinek helps to significantly improve management, corporate culture, recruiting, product development, sales, and marketing. It clarifies fidelity and how to build up enough vigor to transform a thought into a social movement. David Gousset

The Golden Circle by Simon Sinek I Ted Talk