A Fascinating ParallelĪs Sinek explored this concept, he discovered a fascinating parallel that explains why defining the HOW and the WHY isn’t easy. That’s where you find the purpose, the context and the emotion that motivates you and your team to do what matters and make a difference. Knowing your WHY provides clarity in what you do and how you do it. Defining the “How” and most importantly, the “Why” is a struggle, but that’s where the connection is. It’s not easy to uncover the HOW and WHY of your business. They are committed to your organization, along with what you stand for. Your team/employees and your customers believe in your purpose. You attract the people who believe in your products and they are loyal to you and what you believe in. When you work from the inside-out, you know your WHY. The majority of organizations work from the outside in, rather than the inside out. The Why inspires us.” Working From the Inside Out Revenues, profits, salaries and other monetary measurements are simply results of what we do. Your WHY is the purpose or cause or belief that underlies everything you do in your organization. It is a rare company, however, that can articulate their WHY, the reason they exist as a company, why they get up in the morning and go to work. They know what sets them apart from their competition, their strategic point of difference or unique selling proposition. Some companies can articulate their company’s HOW.

They understand the products they sell or the services they offer. They are portrayed in his Golden Circle seen below. Sinek defines a hierarchy of increasing awareness that defines success in answer to the questions Why, How and What. Over the next four weeks, we’re going to go deeper into the concept Simon Sinek shared in his TED talk How Great Leaders Inspire Action and book, Start with Why. Over the past month in my posts about risk, I’ve repeatedly referred to knowing your “WHY”.

Why sinek