The concepts of "Why," "How," and "What" come from Simon Sinek's Golden Circle framework, which helps explain how successful organizations and leaders inspire action and loyalty.
- Why : This is the core purpose or belief that drives an organization or individual. It answers the question "Why do we exist?" or "Why do we do what we do?" It is not about making money (which is a result), but about the deeper mission, cause, or belief that motivates everything else. Knowing your "Why" gives direction and inspires both employees and customers
- How : This describes the process or values that enable the organization to realize its "Why." It includes the unique methods, practices, or differentiators that set the organization apart. The "How" explains how the vision is put into action and what makes the products or services special
- What : This is what the organization actually does — the products it sells or the services it offers. It is the most tangible and easiest to identify aspect, but without the "Why" and "How," it lacks meaning and emotional connection
The Golden Circle suggests that most organizations communicate from the outside in (starting with "What"), but the most inspiring leaders and companies communicate from the inside out, starting with "Why." This approach appeals directly to the part of the brain responsible for feelings and decision-making (the limbic system), fostering loyalty and emotional engagement, rather than just rational analysis
. In summary, "Why, How, What" is a strategic communication and leadership model that prioritizes purpose ("Why") to align actions ("How") and offerings ("What"), thereby motivating people more effectively and creating lasting impact
