If you’re familiar with Simon Sinek‘s Start with Why, then you’re familiar with his Golden Circle.

Your Why is at the core.
It’s wrapped in your How.
And the circle’s outermost ring is your What.

The pitch: Most companies pitch themselves outside in (What you do, How you do it, Why you do it). But working inside out (Why, How, What) is far more inspiring and effective.

Because the model is so simple, yet powerful, Sinek’s 2009 presentation at TEDx Puget Sound is one of the most viewed TED videos ever (see it).


Here are two non-competitive, side-by-side looks at (and listens to) the same song producing a dramatically different customer experience. And what that means for your business.

The What: the same notes played and the same lyrics sung in the same order.
The Why and How: wonderfully distinct musical outcomes.


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