[[Concepts]] | [[Life Vision Board]] # Golden Circle From [[Simon Sinek]]'s [TED talk on how great leaders inspire action](https://youtu.be/qp0HIF3SfI4). ## What is the Golden Circle? ### Why, How, What In short, it's these three things: - Why - How - What Everyone knows _what_ they do. Some know _how_ they do it, what is sometimes called "[[Differentiating Value Proposition]]", or "proprietary process", or USP. But very few people or organizations know _why_ they do what they do. And by why, he doesn't mean to make a profit. That's a result. Why means what is your purpose, your cause, your belief. Why does the organization exist, why do you get out of bed in the morning, and _why should anyone care?_ Most people go from the outside in, the clearest to the fuzziest. But those who are inspiring, regardless of size or industry, start from the inside out. > [!QUOTE] > People don't buy what you do, they buy why you do it. > > — <cite>Simon Sinek</cite> > [!QUOTE] > The goal is not to do business with everybody who needs what you have, the goal is to do business with those who believe what you believe. > > — <cite>Simon Sinek</cite> Goes over the "[[Law of Diffusion of Innovation]]" What you do simply proves what you believe. ### How Apple communicates #### Why Everything we do, we believe in challenging the status quo. We believe in thinking differently. #### How The way we challenge the status quo is by making our products beautifully designed, simple to use, and user friendly. #### What We simply happen to make great computers. Want to buy one? ### Martin Luther King Jr. [[Martin Luther King Jr.|MLK]] persuaded people not by telling them what needed to change, but by telling them what he believed. The people who believed what he believed took his cause and made it their own, and they told people. Some of those people created structures to get the word out to more people. How many showed up for him? 0. They showed up for themselves, what they believed in America. MLK Gave the "I have a dream speech" not the "I have a plan speech". There are leaders, and those who lead. Leaders hold power and a position of authority, but those who lead inspire us. Whether they're individuals or organizations, we follow those who lead not because have to, but because we want to. We follow not for them, but for ourselves. Those who start with why have the ability to inspire those around them, or find others who inspire them.