Simon Sinek identified a pattern in the thoughts, actions, and communication of great leaders like Steve Jobs, Martin Luther King, or the Wright brothers. He c

Simon Sinek identified a pattern in the thoughts, actions, and communication of great leaders like Steve Jobs, Martin Luther King, or the Wright brothers. He created The Golden Circle, a simple framework that consists of 3 concentric layers: WHAT, HOW, and WHY. WHAT - Every leader can articulate what they, and their company, do. Since it's so straightforward, that is where they usually start. HOW - Most leaders also explain how they do what they do. Their unique value proposition, differentiators, and values. WHY - Few leaders make an effort to communicate why they do what they do: What's their purpose? Why does the organization exist? And why should anyone care? The real breakthrough is the direction in which to move in the Golden Circle. You have probably guessed it by now. You're supposed to start with the WHY and move outwards, to the HOW, and finally the WHAT.