The Golden Circle<\/strong><\/h2>\n\n\n\nSinek introduces the concept of The Golden Circle<\/em>, which urges the reader to start with their WHY<\/strong> at the very center, followed by HOW<\/strong> and finally WHAT<\/strong>.<\/p>\n\n\n\nThe most important factor of WHY<\/strong> is the justification for your business to exist. It explains how things are carried out in the company and how decisions are made. It essentially defines the values of your business.<\/p>\n\n\n\nInspiration is Influence<\/strong><\/h2>\n\n\n\nWhen running a business, inspiration is more effective than manipulation.<\/p>\n\n\n\n
Manipulation could look like dropping prices, blinking texts, promotions, etc. These might lead to short-term gains but cost more in the long run.<\/p>\n\n\n\n
Let people know what truly inspires your business. Help them understand why you wish to sell a product or service to them and how that product or service would solve a problem they have.<\/p>\n\n\n\n
Money is Not a \u2018WHY\u2019<\/strong><\/h2>\n\n\n\nSuccessful companies understand that money is not their WHY<\/strong>. Instead, innovation comes from thinking beyond mere financial gains.<\/p>\n\n\n\nYes, profits are important. But they are not as important as ethics, values, and the uniqueness of your company.<\/p>\n\n\n\n
When you truly define your WHY<\/strong> beyond monetary gains, you will build a customer base that is loyal to your brand. In the words of the author,<\/p>\n\n\n\n\u201cImagine if every organization started with WHY. Decisions would be simpler. Loyalties would be greater. Trust would be a common currency.\u201d<\/em><\/strong><\/p><\/blockquote>\n\n\n\n