The Golden Circle Model - Simon Sinek

Sinek's Golden Circle idea is an attempt to explain why some people and organisations are particularly able to inspire others and differentiate themselves successfully. The neuroscience behind the Golden Circle idea is that humans respond best when messages communicate with those parts of their brain that control emotions, behaviour and decision-making are hit first.

Why

Sinek explains that 'Why' is probably the most important message that an organisation or individual can communicate as this is what inspires others to action. 'Why' is how you explain your purpose and the reason you exist and behave as you do. Why is the reason behind what they belief and why do they do what they do. Sinek's theory is that successfully communicating the passion behind the 'Why' is a way to communicate with the listener's limbic brain. This is the part of our anatomy that processes feelings such as trust and loyalty - as well as decision-making.

How

How truly means the way by which the organization or the individual will deliver the core value and their belief. The organisation's 'How' factors might include their strengths or USPs that they feel differentiate themselves from the competition. Sinek's view is that 'How' message is also important to communicate with the limbic brain - cause this is an important part of the brain that governs behavior and emotion. 

What

It's fairly easy for any leader or organisation to articulate 'What' they do. This can be expressed as the products a company sells or the services it offers. For an individual it would be their job title. Sinek argues that 'What' messaging only engages with the neocortex - the part of our brain that's rational. His argument is that this part of the brain is less of a driver of decision making than the limbic brain: the part that 'Why' and 'How' reaches better. Successful people and organisations express why they do what they do rather than focusing on what they do (product or the offering).

Find out more about Sinek's Golden Circle theory by watching his talk at TED:

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