Start with Why

Through my research, I discovered a naturally occurring pattern, a way of thinking, acting, and communicating that gives some leaders the ability to inspire those around them. I call it The Golden Circle. It's a simple idea, composed of three concentric circles. The outermost circle is the WHAT. Every single organization on the planet knows WHAT they do; these are the products they sell or the services they offer. The middle circle is the HOW. Some organizations know HOW they do what they do; these are the things that make them special or set them apart from their competition. But very few organizations know WHY they do what they do. And by WHY, I don't mean 'to make a profit'—that's a result. By WHY, I mean: What is your purpose, cause, or belief? Why does your organization exist?

The fundamental difference is that inspired leaders and organizations, regardless of their size or industry, all think, act, and communicate from the inside out. They start with their WHY. When you communicate from the inside out, you're speaking directly to the part of the brain that controls behavior, and then you allow people to rationalize it with the tangible things you say and do. This is how you build a following, create a movement, and inspire action. People don't buy WHAT you do; they buy WHY you do it.