The Golden Circle: Why-How-What is the Formula for True Leadership

Think about the last time you were pitched a new idea—maybe someone tried to get you excited about a product or a school project, but they started with features or logistics. Your mind glazed over; the details just didn’t grab you. Now, recall a time when a friend, teacher, or leader began by sharing why something mattered—maybe because they believed everyone deserves respect, or because they wanted to change how people felt about Mondays. Suddenly, you cared, even before knowing the details, because their energy and belief sparked something familiar in you.

This difference is the heart of what’s called The Golden Circle: start every message or project with why (your purpose or core belief), then move to how (your unique approach or values), then finally, what (the product, event, or outcome). Most people do it backward, opening with 'what' and then trying to explain or justify. But leading with 'why' taps into the motivational part of the brain and builds lasting connection. That’s why you can remember the mission of your favorite organizations, even if you forget their slogans.

Look at how you normally introduce yourself or your ideas—do you list facts, results, or tasks first? Try flipping the script: lead with one heartfelt sentence about what you believe or why you care, follow with how you act on that, and finish by describing what you offer or propose. Test both versions with a friend, paying attention to which style draws their curiosity or makes them trust you more. You’ll be surprised how switching to the why-first formula changes the conversation, and your own confidence.