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Simon Sinek's concept of the golden circle from "summary" of Start with Why by Simon Sinek
The Golden Circle is a concept that explains how some leaders and organizations are able to inspire while others aren't. At the core of the Golden Circle are three key elements: What, How, and Why. These elements represent the way in which the human brain processes information and makes decisions. Most organizations focus on the What - the products they sell, the services they offer, or the features of their offerings. They then move to the How - the processes, systems, and unique selling points that set them apart from the competition. However, very few organizations start with Why. Starting with Why means understanding the purpose, cause, or belief that drives you or your organization. It is the reason you get out of bed in the morning, the reason your organization exists beyond just making a profit. By starting with Why, you are able to communicate on a deeper, emotional level with your audience. The Golden Circle is structured like a target, with Why at the center, surrounded by How, and finally What. This structure reflects how the most successful leaders and organizations communicate. They start with Why in order to inspire and motivate, before moving to How and What to provide the necessary details and evidence. When you start with Why, you tap into the part of the brain that controls decision-making and emotions. This is why some organizations are able to inspire loyalty and devotion, while others struggle to connect with their audience. By understanding and harnessing the power of the Golden Circle, you can transform the way you communicate and lead.
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