Start With Why

Simon Sinek’s Golden Circle is one of the most useful frameworks I’ve encountered. Most organisations communicate from the outside in: what they do, then how, and rarely why.

But people don’t buy what you do. They buy why you do it.

This is why Apple is more than a technology company. Why Like Minds is more than a conference. Why certain leaders attract followers while others only manage to hire employees.

The why is not a mission statement. It’s the answer to: what do you believe? What change do you exist to make?

Starting with why changes how you communicate, hire, make decisions, and measure success. It gives you a filter.

The question I keep asking: do the things I’m doing today connect to why I’m doing any of this?