![]() It can also be applied on a personal level as a self-development tool. This cuts to the premise behind the Golden Circle: that successful, inspirational leaders and great companies are purpose and mission-driven. The focus on why and underlying purpose can be used to support resilience, innovation and drive emotionally-driven connections with your audience and customers.Īs a result, The Golden Circle is a popular mental model in leadership and business and can be applied to developing a value proposition, in recruitment, and marketing. The model places why at its centre because, as Sinek explains, “ people don’t buy what you do, they buy why you do it.” The model positions why as an emotional driver that connects with the primitive limbic brain, while how and what are more about rational thought from the neocortex. How refers to the process to achieve results and what describes the result, including the product or service you provide. It’s the ‘soul’ of who you are, as Sinek explained: “It’s why you exist and get out of bed in the morning”. Your why is your underlying purpose and belief. Simon Sinek’s Golden Circle encourages you to ‘ start with why’ for a purpose-driven approach to business, marketing and life How might you act with integrity and align yourself, your work, and your business to your values? ![]()
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