The Golden Circle

THE GOLDEN
CIRCLE

by Simon Sinek



INNOVATIVEWhy is apple more

than other companies

Why are Orville and
Wilbur more successful

than Samuel
Pierpoint Langley?

Why did the
people follow
Martin Luther
King during

the Civil
Rights
Movement?

What do they have in common?

They think, act and
communicate

EXACTLY

the same way

what is the

EDGE?





Competition We market great computers. They
marketing are beautifully designed, simple to
use, user friendly. Would you buy
one?









What do they have in common?







CLARITY, DISCIPLINE, CONSTANCY

CLARITY OF WHY DISCIPLINE OF HOW CONSISTENCY OF WHAT

Starts with Clarity How will you do it A Why is Just a Belief

You have to know WHY you do HOWs are our values or Everything you say and everything you
WHAT you do. If people don’t buy principles that guide HOW to do has to prove what you believe.
WHAT you do, they buy WHY you
bring your cause to life. HOWs are the actions we take to
do it. realize that belief. And WHATs are
HOW we do things manifests in the
So it follows that if you don’t know systems and processes within an the results of those actions.
WHY you do WHAT you do, organization and the culture.
how will anyone else?
Everything we say and do:
Understanding HOW we do things and products, services, marketing,
more importantly having the discipline to PR, culture and whom you hire. If
hold the organization and its employees people don’t buy WHY you do
accountable to those guiding principles but WHY you do it, then all these

enhances an organization’s ability to things must be consistent.
work to its natural strengths

1 WHAT IS YOUR 2. WHAT IS YOUR 3. WHAT IS YOUR 4. WHY DOES YOUR
PURPOSE? CAUSE? BELIEF? ORGANIZATION
EXIST?