Start with why
In one sentence
People are inspired by why you do something before what you do — so lead with your purpose.
The simple version
Simon Sinek's 'Golden Circle' has three rings: Why (your purpose), How (your approach) and What (your products). Most companies talk from the outside in. Inspiring ones start with why, which connects emotionally and builds loyalty.
What you sell
How you do it
Why it matters
A clear why helps you attract loyal customers and great staff, and helps you make consistent decisions.
How to do it
- 1Write why your business exists beyond making money.
- 2Describe how you do things differently.
- 3Then explain what you sell.
- 4Use that order on your homepage and pitch.
- 5Hire people who believe your why.
Real-world example
Instead of 'We sell eco cleaning products', say 'We believe a clean home shouldn't cost the earth. So we make plant-based products in refillable bottles. Want to try one?'
What the books say
“People don't buy what you do; they buy why you do it.”
Common mistakes
- Writing a vague 'why' like 'to be the best'.
- Forgetting the product still needs to deliver.
- Making the why about you, not the customer.
Questions people ask
Does a tiny business need a 'why'?
Yes — it's often the main reason someone picks a small business over a big one.
References
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