Greetings, readers!

All leaders are not created equal. Some are more influential than others, trailblazing their path to success, whereas others flounder and cannot figure out where the problems are. If you have ever found yourself wondering how some organizations command greater loyalty from customers and employees than others, there is a level of introspection that occurs among their leaders and sparks a powerful chain reaction to warrant success – and it starts with ‘why.’

Simon Sinek, leadership expert and author of “It Starts with Why,” has one of the most popular TED talks of all time explaining how leaders inspire cooperation, trust, and change – spoiler alert – it’s the Golden Circle.

Simply put: The Golden Circle is a model that helps us understand why we do what we do.

Developed by Sinek himself, this model helps leaders to inspire and connect with their teams, customers, and stakeholders on a deeper level. It’s a guide to improving leadership, corporate culture, hiring, product development, sales and marketing by tapping into the order and predictability of human behaviour.

Rooted in neuroscience, we respond to values, conduct and messaging that tap into our emotions, which influence our decision-making. So, let’s explore the Golden Circle and unearth how leaders create success from their ‘why.’

Before we get into it, this model can be applied to various perspectives outside of business. For the purpose of simplicity, I speak to owners and leaders in this article and you will discover that business entities, as a whole, can use this too, but if you are someone not concerned with business, there is a profound discovery that awaits you when you establish your own Golden Circle. By the end, I will share my own personal circle and how it shapes my day-to-day pursuit of self-purpose and meaning.

Are you thought leader in your community? Enjoy this read on Thought Leadership and stand out from a crowded industry!

The 3 Rings of the Golden Circle

The Golden Circle is compromised of 3 levels: the ‘what,’ the ‘how’ and the ‘why.’

The ‘WHAT’ – Is it safe to assume that every company and organization knows what they do? Your product or service may be easy to define, but it only represents the outer layer of your business – and we know there is a lot more that goes into your business than what you sell. With hundreds or maybe thousands of alternative brands that are doing the same thing, you need to focus more than the ‘what’ in order to lead and succeed.

Let’s look at a company that has a clear Golden Circle. Apple makes computers. And yet, they are probably THE most polarizing brand in all of computer land. You either love them or hate them, yet one thing is for sure – Apple does more than sell computers and electronics. It is no coincidence that we see more Macbooks in coffee shops and universities than any other brand and become the highest valuated tech company of all time. So, what then? Not what –

The ‘HOW’ – This refers to identifying what separates your product or service from the competition as well as the actions you take to best serve your ‘why.’ This is identity. What makes you and your company unique? And what processes do you take that translate your values (your ‘why’) to the products and services you offer?

For Apple, they make products that are beautifully designed and easy to use. That is their ‘how.’ Their research, development, processes and marketing all funnel from this idea. However, the ‘how’ stems from something deeper – the starting point that successful leaders identify, implement and embody throughout every step that consciously and subconsciously resonates with their audience –

The ‘WHY’ – At the ‘why’ level, very few people and companies can clearly articulate their ultimate purpose. Your ‘why’ is NOT to make money – that is just a by-product of your Golden Circle. The ‘why’ is your cause. The ‘why’ are your values. Your ‘why’ is the secret sauce.

When we ask ourselves what drives us – why your company exists, why we get out of bed every morning, why we go to work every day – it is easier to answer from the outside in (start on the ‘what’ and then move to the ‘why.’) As we stated earlier, successful leaders reflect from the inside first, then apply their ‘why’ to every facet of their business.

To close Apple’s Golden Circle, they believe in challenging the status quo and doing this differently. This philosophy trickles down from concept, research, development, marketing (the ‘hows’) to their laptops, phones and $300 airpods (the ‘whats’). Your ‘why’ becomes the connective thread that creates and develops identity. An identity that motivates a student to proudly pull out their Macbook from the backpack inside a Starbucks. An identity their employees find power in when they put on that blue uniform (or whatever colour they switch to at the time of this reading). And an identity that draws thousands of people to wait in line for the new iPhone, even though they already own one and the upgrades are barely worth the hike in price. A strong sense of identity and a well-oiled Golden Circle will do that.

On a neurological level (if you want to get nerdy like that), the ‘what’ speaks to the neocortex, where your sensory perception, spatial reasoning, analytical thinking, language and motor commands live. This is where you react with your mind.

The ‘why’ and ‘how’ activate the limbic brain – the part that manages emotion, behaviour and decision-making. This is where your gut feelings come from and where loyalty is earned. This is where you react with your heart.

Acting from your why is a form of habit. Check out this article I wrote on another inspiring book, James Clear’s “Atomic Habits.”

Advantages of the Golden Circle

Now that we have established each level, how can we use the Golden Circle to inspire cooperation, trust, and change?

It becomes the road map for your business. Once you understand your Golden Circle, you will be able to apply these answers to create a vision that guides and structures every aspect of your business.

You know what makes you different. As they say, “knowing is half the battle.” By assessing yourself and your company, you can lean on the strong elements that set you apart from the competition and build a brand that is rich in purpose. You will attract customers and employees who identify with your values (a la all the Applelites) and inspire success in many directions.

It says a lot about your competition. On the other side of the coin that makes you different, you can analyze your competitors’ Golden Circle and act accordingly. You can spot their weaknesses and exploit them. You can distance yourself from their systems to stand out.

You know what works and what doesn’t. After implementing time and focus on your Golden Circle, you can see whether your values, processes and outcomes are on the right track. If there are areas that are lacking, you can refer to the circle to identify where the problem(s) lie and course correct.

The Golden Circle on a Personal Level

I first learned of this concept by reading Sinek’s “It Starts with Why.” It resonated with my core because as an emerging writer, I realized I was spending too much focus on ‘what’ I was doing (writing) and not enough on my ‘why.’ Even though this part of the article is not business-focused, I feel compelled to share my personal Golden Circle, to demonstrate that this model:

My ‘what.’ I am a writer. I am also a dancer. I work in TV and film. I am a brother, a son and a partner.

My ‘how.’ I do things with a high degree of care and presence. I am empathetic to the needs around me – from people, environments and situations – and accommodate to the best of my ability that brings the most peace to my conscious, even if it creates more challenges for myself.

My ‘why.’ It is my life’s purpose to find balance and inner peace. And whether I am happy or stressed, I strive to align my actions with my values.

Conclusion

The Golden Circle breeds leadership and success from its innate design to make you answer the hard questions. Tackling your ‘why’ creates a road map for yourself and your business to operate in. You clearly define who you are and sets you apart from others. In success or in failure, this model acts as a guideline to align your values with your actions.

Thanks for reading and catch you on the next one!