Start With Why

Throughout this section, Sinek emphasizes that organizations should begin with “why” and infuse their purpose into their culture, actions, and communications. The Power of Purpose, properly harnessed, not only fosters customer loyalty but also effectively guides decision-making processes within organizations.

In Chapter 3, Sinek introduces the golden circle framework, consisting of “why,” “how,” and “what.” This is the pattern of “thinking, acting and communicating” that Sinek alludes to in the Introduction (1). Sinek underscores that while most companies can readily define their “what” (the tangible products or services they offer), they often struggle to articulate their “why” (their deeper purpose). The “why” represents an organization’s raison d’être, going beyond mere profit and addressing its fundamental reason for existence. Sinek contends that starting with “why,” or Prioritizing the Golden Circle, is pivotal for establishing profound connections with customers. This is his core argument in the book.

However, it’s not enough for a company to know its purpose. It must also be able to communicate that purpose authentically. Authenticity touches the emotional core of individuals, making them more likely to embrace the company’s beliefs. Once again, Sinek uses a real-world case study to support his argument. He cites Apple, which produces products similar to those of its competitors but stands out due to its “why”—its commitment to challenging the status quo and empowering individuals. This “why” permeates every facet of Apple’s actions and communications, resonating with consumers and fostering a sense of loyalty. Apple provides an example of how Prioritizing the Golden Circle, or starting with the “why,” can help companies tap into the deeper motivations of both internal and external stakeholders, ultimately driving more authentic and impactful relationships and outcomes.

In Chapter 4, Sinek explores the biological basis of the golden circle, connecting the “why” and “how” to two structures within the brain. First, he highlights the limbic brain, which is associated with the “why”—the innate human desire to belong to groups that share similar values and beliefs. The limbic brain governs emotions, trust, and loyalty. On the other hand, the neocortex, linked to the “what,” handles rational thought and analysis. Ultimately, Sinek says, the limbic brain is much more powerful than the neocortex in influencing people to do certain things because it appeals to something deeper than reason. This is why, when customers perceive a company’s products as symbols of shared beliefs (“why”), they feel a profound sense of belonging and affiliation. In contrast, companies that start with “what” do not evoke the same level of emotional connection and are therefore less influential.

Chapter 5 elaborates on The Power of Purpose and the importance of Prioritizing the Golden Circle. Sinek introduces the concept of the three degrees of certainty to explain that decisions grounded in the “why” produce the highest level of confidence, where individuals don’t just feel a decision is right but know it is right. Knowing the “why” provides the emotional context for decisions, making them inherently understandable and compelling.