Sinek introduces the “golden circle,” a framework that comprises three core components: “why,” “how,” and “what.” The “why” represents a company’s purpose and reason for existence. The “how” relates to the unique value proposition that sets a company apart. Finally, the “what” encompasses the tangible products or services offered by the company.

Many organizations can easily define their “what” but struggle to articulate their “why.” However, starting with “why” is the key to building meaningful connections with customers. When a company effectively communicates its purpose, it taps into the emotional core of individuals, making them more likely to buy into the organization’s beliefs.

Sinek illustrates this point with the example of Apple. Apple’s products are technically similar to those of competitors, but the company stands out because it starts with its “why,” which is to challenge the status quo and empower individuals. This overarching belief informs everything Apple does and communicates, creating a sense of authenticity that resonates with consumers.

Sinek delves into the underpinnings of the golden circle, explaining that humans have an innate desire to belong to groups that share their beliefs and values. This inclination corresponds with the “why” level of the golden circle.