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The Golden Circle

Simon Sinek’s Golden Circle framework is a simple but powerful tool for building and crystallizing authentic, memorable brands. It challenges organizations to start with their WHY before moving to HOW they deliver on it, and finally to WHAT they offer. Leading with WHY creates deeper emotional connections with audiences.

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TIPS

  • Always start with the Why

    • It's your core purpose​

  • Keep it authentic

    • It should feel true to your core, not like marketing jargon.

  • Use short, powerful statements

    • If you can't explain it simply, keep refining.

Let's fill out your circle

Give us your best shot at the questions below. Our team will be in touch to discuss.

WHY is your brand in the world?

Define your brand's core purpose. Why does it exist? Why do you get out of bed every day? Why should anyone care?


Tips:

  • Focus on your beliefs and motivations, not profits or products.

  • Think emotionally: what drives you deep down?


Example: "We believe everyone deserves to love the work they do."

HOW does the brand achieve its goals?

Identify how you bring your purpose to life. What makes you different? What principles, processes, or strengths set you apart?


Tips:

  • Focus on values, actions, methods, or unique approaches.

  • Think of these as the behaviors that support your Why.


Example: "We empower people through mentorship, hands-on learning, and positive reinforcement."

WHAT is the tangible result and its specific benefit?

Clearly state what you do — your products, services, or actions.

Tips:

  • Be specific. What are you offering or providing to the world?

  • Keep it simple and tangible.

Example: "We run career coaching programs and workshops."

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