It involves a lot of introspection, inspiration, vision, and clarity. That’s because starting with WHY is hard. Unfortunately, most companies don’t start with WHY. They become loyal to you and your company, which builds your brand and spreads your message. As a result, customers want to engage with your product because they believe in it. When you start with WHY, you build your company’s message from the inside out. The Golden Circle looks like a target, where the WHY is the bullseye, the HOW is the middle ring, and the WHAT is the exterior ring. These three elements form The Golden Circle. WHAT: And we just happen to make computers as our products.HOW: The way we do this is by making products that are easy to use, elegant, and well designed.It’s the tangible part of your company, and it’s also the easiest to identify.Īs an example, we’ll use technology company Apple: The WHAT: The WHAT is the product or service your selling.The HOW is the practical, operational knowledge that brings the vision to life.
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