The Golden Circle defined

WHAT?
Every organisation knows WHAT they do. This is where the organisation now sell their products or services.

HOW?
Some organisations know HOW they do it? This represents the processes and strategies the organisation uses to achieve success. These are the things that make them special, in other words, what sets them apart from their competition.

WHY?
Very few organisations know WHY they do what they do. WHY is not about making money as that is a result. The WHY focuses on the purpose, cause or belief, it’s the very reason your organisation exists.

“People don’t buy what you do, they buy why you do it!”

— Burrellism

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The Golden Circle

In his book, “Start with Why: How Great Leaders Inspire Everyone To Take Action,” Simon Sinek discusses the principals behind every successful person and business. It’s a simple and powerful model for how leaders inspire action, starting with a “Golden Circle” and the question “Why?”

“First why and then trust.”

— Simon Sinek

Leaders and organisations with the capacity to inspire, think, act, and communicate from inside out and that’s why they start with “Why?” And this drives decision-making and behaviour when we communicate in that way.

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