Part 2: The Golden Circle
The Golden Circle helps us understand why we do what we do. It shows us that lasting success doesn’t come from focusing on what we do, but from starting with why.
Most people and companies communicate from the outside in — they talk about what they do, sometimes how they do it, but rarely why they do it. Inspired leaders and companies flip this. They start from the inside out: first WHY, then HOW, then WHAT.
People don’t buy what you do; they buy why you do it.
When customers feel inspired by your purpose, they’re more loyal, more trusting, and can even explain why they chose you. But when the WHY fades, businesses fall back on manipulations like discounts, features, or fear-based marketing. It might work short-term, but it costs trust in the long run.
Instead of asking, “What should we do to compete?” ask,
“Why did we start in the first place, and how can we bring that belief to life today?”
The Golden Circle also lines up with how our brain works:
WHAT = Neocortex (thinking brain): Handles facts, logic, and language.
HOW & WHY = Limbic brain (feeling brain): Controls trust, loyalty, and gut decisions — but has no language. That’s why it’s hard to explain why we love someone or trust a leader. We feel it first, then rationalize it later.
Our decisions don’t come from the stomach or the heart — they come from the limbic brain. That’s why starting with WHY connects so deeply.
The Balance of WHY, HOW, WHAT
WHY = Belief
HOW = Actions you take to live that belief
WHAT = The results people can see (your product, service, culture, marketing)
When all three align, that’s authenticity. Everything you say and do matches what you believe.
The real goal in business isn’t to sell to everyone. It’s to connect with the people who believe what you believe. That’s where trust and loyalty are built.
Start with WHY. Live it through HOW. Show it with WHAT
– Until next time
Jananika M 🦋
