The Golden Circle: Use This Simple 3-Step Framework To Lead With Purpose
It’s not about WHAT you do—it’s about WHY you do it.
In this issue:
Most of us are chasing a dream
Let’s Start with Apple
What is The Golden Circle?
The Golden Circle in Everyday Life
Applying The Golden Circle in Leadership and Life
Common Mistakes to Avoid
Download The Golden Circle Worksheet (free for paid subscribers)
Complementary Frameworks
References
Final Thoughts
✨
Most of us are chasing a dream
It’s either our dream or someone else’s dream. And those who are not chasing dreams? They’re just daydreaming.
We set goals, start projects, and make big decisions every day. But how often do we stop and ask ourselves why we’re doing them?
Simon Sinek’s Golden Circle framework provides a powerful way to approach leadership, marketing, and decision-making. It prompts us to start with why before diving into the how and what.
In this article, we’ll break down The Golden Circle, explore why it works, and learn how to apply it—not just in business, but in everyday life.
Let’s Start with Apple
Simon Sinek, in his book Start With Why, uses Apple as the gold standard for companies that operate with purpose.
Think about this: Why do thousands of people line up outside Apple Stores to buy the latest iPhone—often paying a premium—when other brands offer similar or even superior specs? (I’ll admit, I’ve been in one of those lines before!)
Fundamentally, Apple also sells smartphones and laptops. Dozens of companies manufacture similar products.
Yet Apple is different.
To understand why, let’s break it down using The Golden Circle:
What does Apple do?
They design and sell products like the iPhone, MacBook, and AirPods. But in purely technical terms, these products aren’t groundbreaking—there were MP3 players before the iPod and touchscreen phones before the iPhone.How does Apple do it?
They focus on beautifully crafted, simple, and intuitive user experiences. Their design and ecosystem set them apart.Why does Apple do it?
Because they believe in challenging the status quo. They believe in thinking differently.
That’s their mission. And that’s what makes Apple different.
Apple’s loyal customers aren’t just fans of their products—they buy into Apple’s why.
When you lead with a clear why, you don’t just create customers.
You create believers.
What is The Golden Circle?
The Golden Circle is a framework that explains why some leaders and organizations achieve disproportionately greater success than others.
Most people and companies focus on what they do. Some think about how they do it. But very few take the time to ask why they do what they do.
The Golden Circle challenges us to flip this thinking:
Start with WHY → Define the mission and purpose.
Then, focus on HOW → Identify the strategy and differentiators.
Finally, clarify WHAT → Develop the product, service, or output.
By leading with why, you attract the right employees, customers, and supporters who believe in your purpose.
That’s why Apple has such a devoted following. Their why resonates with people who also believe in creativity, simplicity, and innovation.
The same applies to leaders, teams, and individuals.
If you don’t know why you’re doing something, why should anyone else care?
The Golden Circle in Everyday Life
The Golden Circle isn’t just a business framework—it applies to personal goals, leadership, and even relationships.
Here are a few everyday examples where asking why can lead to better decisions:
Career Growth: Instead of chasing the next promotion, ask why you want it. Is it for status? Financial security? A bigger impact?
Starting a Business: Don’t just focus on what you’ll sell. Ask why your business exists. What problem are you solving?
Team Leadership: If you’re leading a team, make sure everyone understands why their work matters—not just what they do.
Personal Finance: Before making a big purchase, ask why you want it. Does it align with your values and priorities?
Health & Fitness: Instead of setting vague goals like "I want to lose weight," ask why—is it for energy, longevity, or confidence?
Relationships: In friendships or partnerships, ask why this person is important to you. Purpose strengthens connections.
When you clarify your why, you create stronger motivation and direction in all parts of your life.
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Applying The Golden Circle in Leadership and Life
Understanding the framework is one thing. Applying it is another.
Now, let’s turn our attention to making this framework work for you, whether to drive stronger results in your business, or to take charge of your personal life:
Next, we will:
Review several real-life examples of how you can apply The Golden Circle in various aspects of your life and business
Review common mistakes you should avoid while using this model
Put the power of this model into practice with The Golden Circle worksheet, which includes step-by-step prompts to guide you through the application process (note: paid subscribers enjoy FREE access to the entire collection of worksheets!)
Review some complementary frameworks that work well with The Golden Circle
Review additional resources to further your understanding
Close out with some key takeaways
Let’s dive in.
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