Start with Why

Simon Sinek introduces the Golden Circle model in Start with Why, consisting of three levels:

1. WHY – Why do you do what you do? (Your deeper motivation, mission, or belief)

2. HOW – How do you do it? (The values and principles that help you realize your WHY)

3. WHAT – What do you do? (The products, services, or actions that result from this)

Sinek argues that successful leaders and companies – such as Apple, Martin Luther King Jr., and the Wright brothers – start with their WHY. They inspire others by conveying a clear purpose and belief, rather than focusing on what they do or how they do it. People don't buy what you do, but why you do it.

Companies and individuals who clearly communicate their WHY attract loyal followers and customers and build sustainable relationships. Therefore, always start with why you do something, and let that be the foundation of all your decisions and communication.