The Golden Circle

Simon Sinek's Golden Circle is a concept that explains why some organizations and leaders inspire others more effectively than their peers. The Golden Circle consists of three concentric circles:

1. WHY: This is the core belief of the business or individual. It's why the business exists.

2. HOW: This describes the process—how something is done or how the business brings the core belief into reality.

3. WHAT: This is what the company does; its products, services, etc.

1. WHY (Purpose):

The 'WHY' represents the purpose, cause, or belief of an individual or organization. It's about understanding the reasons why you do what you do. When organizations have a clear understanding of their 'WHY', they can inspire action from their team and their customers.

Examples:

1. Apple's mission to challenge the status quo and think differently.

2. Google's goal to organize the world's information.

3. Tesla's ambition to transition the world to sustainable energy.

4. Airbnb's belief in belonging anywhere.

5. Disney's dream to make people happy.

6. LEGO's purpose to inspire and develop the builders of tomorrow.

7. Nike's vision to bring inspiration and innovation to every athlete in the world.

8. Spotify's cause to unlock the potential of human creativity.

9. Starbucks' mission to inspire and nurture the human spirit.

10. TOMS Shoes' belief in improving lives through business.

11. UNICEF's dedication to defending children's rights.

12. Greenpeace's commitment to a green and peaceful world.

13. Doctors Without Borders' aim to provide medical aid where it's most needed.

14. The Body Shop's commitment to ethical beauty.

15. World Wildlife Fund's purpose to conserve nature.

16. IKEA's vision to create a better everyday life for many people.

17. Dove's mission to ensure beauty is a source of confidence, not anxiety.

18. Wikipedia's goal to empower and engage people to document the sum of all human knowledge.

19. The Red Cross's dedication to prevent and alleviate human suffering.

20. Innocent Drinks' aim to make natural, delicious food and drink that helps people live well and die old.

2. HOW (Process):

The 'HOW' is the process, the values, or principles that guide how an organization achieves its 'WHY'.

Examples:

1. Apple's design-first philosophy.

2. Google's focus on user-centric design.

3. Tesla's innovation in electric vehicles.

4. Airbnb's community-driven approach.

5. Disney's storytelling ethos.

6. LEGO's commitment to play and learning.

7. Nike's focus on continuous innovation.

8. Spotify's emphasis on personalization.

9. Starbucks' dedication to community and experience.

10. TOMS Shoes' one-for-one model.

11. UNICEF's child-first approach.

12. Greenpeace's non-violent direct action.

13. Doctors Without Borders' medical ethics.

14. The Body Shop's fight against animal testing.

15. World Wildlife Fund's science-based approach.

16. IKEA's democratic design approach.

17. Dove's research into real beauty perceptions.

18. Wikipedia's community-led editing.

19. The Red Cross's volunteer-driven approach.

20. Innocent Drinks' use of natural ingredients.

3. WHAT (Product):

The 'WHAT' represents the results of the 'HOW' – the tangible products, services, or actions.

Examples:

1. Apple's iPhone.

2. Google Search.

3. Tesla Model S.

4. Airbnb home listings.

5. Disney movies.

6. LEGO building sets.

7. Nike shoes.

8. Spotify playlists.

9. Starbucks coffee.

10. TOMS shoes.

11. UNICEF's education programs.

12. Greenpeace campaigns.

13. Doctors Without Borders clinics.

14. The Body Shop products.

15. World Wildlife Fund's conservation projects.

16. IKEA furniture.

17. Dove skincare products.

18. Wikipedia articles.

19. The Red Cross blood donations.

20. Innocent Drinks smoothies.

In essence, the Golden Circle model emphasizes the importance of understanding your purpose and communicating from the inside out, starting with the 'WHY' before delving into the 'HOW' and 'WHAT'. Organizations and individuals that operate with a clear 'WHY' are more effective at inspiring and connecting with their audience.