The golden circle, a simple but powerful model for inspirational leadership. The circle begins with why we do what we do and progresses to the how and what. The most memorable thing may be the quote “people don’t buy what you do, they buy why you do it.”
It’s definitely and interesting topic that is hard to describe, but Simon Sinek has extensively researched why great people and organizations inspire us. He uses the golden circle to explain how all leaders communicate differently from regular people. People consistently know what they do, and can usually exaplin how they do it. Unfortunately, most people cannot tell you why they do something. They can’t explain why they wake up in the morning and do the work they do. Most people are unable to explain their cause or their internal beliefs about a topic.
Great leaders are not only able to communicate these beliefs, but it is their main focus in conversation. What they do, what they make, or what their plan is just a natural progression of what they believe.
The Apple example is interesting not only because of their success, but of the loyalty they have in their consumer base. I think the most important point here is that people feel comfortable buying a phone from Apple even though it is a computer company.