Why This Matters
In business and communication, many people explain what they do before clarifying why they do it. This makes their message less inspiring and harder to connect with. Customers and teams often lose interest when they cannot see the deeper reason behind actions.
The Why-How-What model helps solve this by focusing first on purpose and meaning.
What This Framework Is
Why-How-What model, also known as the "Golden Circle," was popularized by Simon Sinek in his book "Start With Why" and his famous TED Talk.
This framework offers a powerful approach to understanding how exceptional leaders and organizations inspire action by beginning with a clear sense of purpose.
This approach also connects with system thinking, because it looks at organizations as complete systems where purpose drives behavior and outcomes.
Why People Call it "Golden Circle"?
- The model is often represented as three concentric circles, with "Why" at the center, surrounded by "How," and then "What" on the outermost layer.
- This circular representation emphasizes the centrality of purpose and the interconnectedness of the three elements.
- The model aims to inspire people to think differently about how they operate and communicate. It encourages leaders to aspire to higher ideals and to focus on what truly matters, rather than just the superficial aspects of their work.
The Components of the Golden Circle
Why (Purpose)
The "Why" represents the core belief of an organization or individual—essentially, the reason for existence.
It's about understanding and articulating the deeper meaning or cause that drives actions.
Questions to consider include:
"Why do we exist?" or "What is our purpose?"
How (Process)
The "How" encompasses the actions taken to realize the "Why."
This involves the specific processes or methods used to achieve the purpose and highlights the unique selling propositions (USPs) that set an organization apart.
Questions to ponder might be:
"How do we do what we do?" or "What makes us different?"
What (Result)
The "What" pertains to the tangible products, services, or outcomes that an organization offers.
This is the most visible aspect and represents the culmination of the "Why" and "How."
Key questions include:
"What do we do?" or "What do we offer?"
How the Golden Circle Works
Start with Why
Great leaders and organizations start by communicating their purpose, cause, or belief.
This inspires others by connecting on an emotional level. It helps to build trust and loyalty because people are drawn to those who believe what they believe.
Then Explain How
Once the "Why" is clear, explaining "How" the purpose is achieved helps to differentiate and build credibility. This involves sharing the principles, values, and processes that bring the purpose to life.
Finally, Describe What
The "What" is the manifestation of the "Why" and "How." It's the proof or result of the purpose-driven actions. When people understand the "Why" and "How," they are more likely to buy into the "What" (products, services, or outcomes).
