Sinek’s core idea is that by taking an inside-out approach, a company is much more effective in reaching its goals because employees are rallied around a shared belief. To inspire people to take action starts by giving a reason, the Why, and this is the reason the Why is at the core of the Golden Circle.

A purposeful Why helps flow energy in the same direction – from How a company works, behaves, communicates and decides, to What is sold in terms of products and services.

Without knowing the What, people will never experience the How or understand the Why. That is why the What is the outside layer of Sinek’s Golden Circle. Before getting interested, building desire, or making a purchase we must first know What the company, brand or product is.

When purchasing products or services, buyers take an outside-in or category-led approach.

Win With What advocates category-led growth because with a clearly defined What anyone can find, buy and promote a brand.