why

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

My word is my bond

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I think life’s two most important questions are: “Why?” and “Why not?” and the trick is knowing which one to ask. Acquiring some understanding of why we do things is often a prerequisite to change. This is especially true when talking about repetitive patterns of behaviour that do not serve us well. This is what Socrates meant when he said, “The unexamined life is not worth living.”

“I have no control over who people think I am, so I don’t worry about it and definitely do not seek their approval. ”
— Burrellism

I learn something new from each client and this allows me to keep learning. Another tip would be to read veraciously, there are so many good books and the internet is full of knowledge, so choose carefully. What has kept me in sales is meeting people who are doing something interesting that I can learn something about. 

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The golden circle

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My favourite phase of a consultancy project is the discovery phase, I love it as it's a privilege to really dig into how a company does what it does and how it makes decisions. Sometimes it feels daunting at the beginning with a lot of stuff coming at you but it’s always fascinating. People will always do what is in their own self interest first, and do you know why we can’t see it? It’s because we do it too.


Discovering that big important WHY. The “why” is that thing that gives you the reason to wake up every morning with enthusiasm. It’s the reason why you want to succeed and why you want to win. It’s the “why” that tells your subconscious mind which direction you should take when you want to evolve and grow.


Hiring the right people is probably the most important thing that you can do. Contact me via e-mail when you are ready to look into your golden circle.