Sometimes things don't go the way you assumed they would. And sometimes, someone pulls off something that seems to defy every assumption you had. How do you explain that difference?
There are patterns in how the world works and how people move through it. One of them is the Golden Circle.
What Is the Golden Circle?#
The Golden Circle is made up of three concentric rings. From the inside out: Why → How → What.
- What — Everyone knows what they do
- How — They also know how they do it
- Why — But few people know why they do it
The direction is what matters here. Most people think and communicate from the outside in: What → How → Why. Great people go the opposite way: Why → How → What.
Starting with What Doesn't Inspire Anyone#
When you start your explanation with What, you deliver information — but you don't move anyone. Inspiration comes from Why.
People don't buy based on what you do. They buy based on why you do it. They're not buying your mission (the thing you do) — they're buying your belief (the reason you do it).
The same goes for products. People don't buy a product for the sake of the person who made it. They buy it because they feel they need it themselves — because it fits their own beliefs.
The Goal Is to Share a Belief#
That's why it's worth redefining the goal.
The goal isn't to work with people who need what you have. It's to work with people who believe what you believe. The same applies to selling: sell to people who believe what you believe.
Next time you need to explain or sell something, check whether you're leading with a list of Whats. Flip the order and start with Why — that's the heart of the Golden Circle.
People don't buy what you do; they buy why you do it.
— Simon Sinek
