The Golden Circle
Starting from the outside in, Sinek describes the terns:
WHAT: Every single company and organisation on the planet knows WHAT they do. This is true no matter or big or small, not matter what the industry. Everyone is able to describe the products or services a company sells or the job function they have within that system. WHATs are easy to identify.
HOW: Some companies and people know HOW they do WHAT they do. Whether you call them a "differentiating value proposition", "proprietary process" or "unique selling proposition," HOWs are often given to explain how something is different or better. Not as obvious as WHATs, many think these are the differentiating or motivating factors in a decision. It would be false to assume that's all that is required. There is one missing detail:
WHY: Very few people or companies can clearly articulate WHY they do WHAT they do. When I say WHY, I don't mean to make money - that's a result. By WHY I mean what is your purpose, cause or belief? WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care?
When most organisations or people think, act or communicate they do so from the outside in, from WHAT to WHY. And for good reason - they go from the clearest thing to the fuzziest thing. We say WHAT we do, we sometimes say HOW we do it, but we rarely say WHY we do WHAT we do.
But not the inspired companies. No the inspired leaders. Every single one of them, regardless of their size or their industry, thinks, acts and communicates from the inside out. They start with WHY...