Understanding the Golden Circle


As shown in the snapshot , the WHY and HOW in whatever we do relates to the LIMBIC or emotional brain which only understands signals.

WHAT we do is directed related to the rational brain or neo cortex since this can be reasoned out logically

Adopted from Simon Sinek’s book Start With Why and this is a lesson how to direct communication to produce a desired effect

Organization communication with respect to the marketplace


As shown in the image , the communication should start with WHY.

The percolation of the vision should trickle down to the makers of the product so that the WHAT in the product reflects the vision and is able to communicate the message to the end customers , part of the marketplace

Adopted from Simon Sinek’s book Start With Why

Why NURTURING of WHY in an organization is important?

When WHY goes fuzzy

Many iconic organizations go through a phase when WHY goes fuzzy.

The WHY espoused by an iconic leader goes missing in the absence of an infinite minded successor whom focuses on WHAT instead of WHY.This is shown in the curve where the WHY plateaued after some time.

This manifests itself in terms of lack of growth, profit, inspiration

To revive the organization needs an iconic leader to assume control.

Steve Jobs taking over from John Sculley , Michael Dell from Kevin Rollins are some examples

Adopted from Simon Sinek’s book Start With Why

Why co-founders of an organization need to have complementary skills?


It is not sufficient for a FOUNDER to espouse a WHY and communicate it clearly to the entire organization.

A founder who espouses a WHY needs an equally capable peer who knows HOW to run the company and advance the WHY or the JUST CAUSE around which the organization revolves.

Thus a combination of a visionary who knows WHY and the co-founder who has the wherewithal or knows HOW to run the organization is an essential pre-requisite to build an iconic organization.

Think of Bill Gates(WHY) and Paul Allen at Microsoft , Steve Jobs(WHY) and Steve Wozniak(HOW) at Apple , Rollin King(WHY) and Herb Kelleher(HOW) at SouthWest Airlines and the dots will connect.

Adopted from Simon Sinek’s book Start With Why

Why John Sculley failed at Apple?


John Sculley was hired by Steve Jobs at Apple & eventually removed Steve Jobs for 12 long years at Apple.

John Sculley was great at WHAT to do and HOW to do but was never a person with a vision and hence lacked the WHY.

John Sculley tried to run Apple as a business and was hardly there to extend the Just Cause originally envisaged by the great Steve Jobs.Hence he was a misfit at Apple.

Adopted from Simon Sinek’s book Start with Why.

Most Organizations that inspire people to “do great things” have this in common


In nearly every case of a person or an ORGANIZATION that has gone on to INSPIRE people to DO GREAT THINGS , there exists this special partnership between a person who knows the WHY and another who knows the HOW.

This relationship starts to clarify the VISION statement and MISSION statement of an organization.

The vision statement is WHY the company exists whereas a mission statement are guiding principles based on HOW the company intends to create the future.

Bill Gates was the visionary who imagined a world with the PC , Paul Allen knew HOW to execute this vision.

Similarly Steve Jobs had the vision about the Mac and Steve Wozniak knew HOW to give this shape.

The list goes on…The point here is that unless and until there is a partnership between such like minded people with complementary skill set , the true magic on inspiring by innovating falls flat.

Adopted from Simon Sinek’s book Start With Why

What happens when someone who knows “WHY” and another who knows “HOW” unite?


Historically a significant number of great organizations have been founded by partners who were close to one another , one of whom knew “WHY” to do it and another who knew “HOW” to do it.

Walt Disney(WHY) and Roy Disney(HOW) were brothers.

Bill  Gates(WHY) and Paul Allen(HOW) of Microsoft went to high school together.

Herb Kelleher(HOW) was Rollin King’s(WHY) divorce attorney and good friend and founded SouthWest Airlines together.

Steve Jobs(Knew WHY) and Steve Wozniak(Knew HOW) were best of friends at high school.

The list goes on..The point that need to be noted here is that for creating an iconic company , vision alone is not important.

A person who has the vision knows the WHY of starting the company.His companion who has the wherewithal and the HOW to do the job must complement the visionary in order to create something revolutionary.

This point has been aptly brought out by Simon Sinek in his book titled “Start With Why”