Why? is more important than How or What

“Probably the world’s simplest idea. I call it the golden circle.

• Why?
• How?
• What?

This little idea explains why some organizations and some leaders are able to inspire where others aren’t.” —Simon Sinek

The golden circle Why? How? What?

“This little idea explains why some organizations and some leaders are able to inspire where others aren’t… very, very few people or organizations know why they do what they do. And by “why” I don’t mean “to make a profit.” That’s a result. It’s always a result”.

By “why” I mean: what’s your purpose? What’s your cause? What’s your belief? Why does your organization exist? Why do you get out of bed in the morning? And why should anyone care?”

Why Apple: “Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers.”

This is Biology & Human behaviour

This is about biology. Not psychology: “If you look at a cross-section of the human brain, looking from the top down, What you see is the human brain is actually broken into three major components that correlate perfectly with the golden circle”.

1. The Neocortex: “what” level
2. The limbic brains: “how” level and decision-making
3. Why connecting feelings and all human behavior.

Dr. Martin Luther King gave us the “I have a dream” speech, not the “I have a plan” speech. That moved the civil rights movement: connecting people to Why!