Sinek’s central concept throughout the book, the “golden circle” provides an actionable framework for decision-making and communication. The golden circle comprises three concentric circles: “Why” is at the center, followed by “how” and then “what.” Sinek argues that while most organizations focus on the outermost circle, “what” (their products or services), truly inspiring and influential leaders and companies begin with “why”—their purpose, cause, or belief—and work outward from there. The golden circle challenges conventional business wisdom, which advises starting with market research, customer knowledge, and a well-defined niche. Instead, Sinek prompts leaders to focus on their fundamental motivation to drive innovation and lasting success.

“Why” is the core purpose or belief that inspires individuals and organizations, forming the foundation of their actions. According to Sinek, the “why” is what makes a company or organization truly innovative and impactful. Moreover, Sinek asserts that understanding and articulating the “why” behind an individual’s actions or an organization’s existence is necessary to inspire and motivate both employees and customers by tapping into the emotional core of decision-making, which subsequently fosters a sense of purpose and belonging. By leading with “why,” leaders can therefore create a magnetic attraction, compelling people to rally around a shared belief or cause, transcending the merely transactional nature of business.