Start with Why

I introduce the concept of The Golden Circle, a framework comprising three concentric rings: Why, How, and What. Most organizations communicate from the outside-in, starting with 'What' they do, then 'How' they do it, and rarely, if ever, getting to 'Why' they do it. This is backward.

Truly inspiring leaders and organizations communicate from the inside-out, starting with their 'Why.' This 'Why' is not about making money; that's a result. It's about your purpose, cause, or belief – the very reason your organization exists. When you start with 'Why,' you speak directly to the part of the brain that controls behavior and decision-making, fostering trust and loyalty rather than just transactions. It's about inspiring action, not manipulating it.