Submitted by Poulami Saha(Department of BBA, Batch(2019-2022))

University Roll Number : 15205019098

Simon Sinek, an American motivational speaker, who is probably known as most inspirational speaker of TED TALKS, where he talks about leadership, its focus is on how leaders can inspire cooperation, trust, change in a business based on his research into how successful organizations think, act and communicate. He came up with an innovative concept which is totally based on the tenets of biology, That is, the GOLDEN CIRCLE concept.


Simon Sinek explains how to truly differentiated a brand when most fail


GOLDEN CIRCLE comprises of three parts: Why, How and What.


Sinek explains that 'Why' is probably the most important message that an organization or individual can communicate as this is what inspires others to action. 'Why' is how you explain your purpose and the reason you exist and behave as you do? Sinek's theory is that successfully communicating the passion behind the 'Why' is a way to communicate with the listener's limbic brain. This is the part of our anatomy that processes feelings such as trust and loyalty - as well as decision-making.

Successfully articulating your 'Why' is a very impactful way to communicate with other humans, define your particular value proposition and inspire them to act. Sinek's theory is that communicating 'Why' taps into the part of the listener's brain that influences behavior. This is why the Golden Circle is considered such an influential theory of leadership. At an organizational level, communicating your 'Why' is the basis of a strong value proposition that will differentiate your brand from others. He gave an example of Apple.




The organization's 'How' factors might include their strengths or values that they feel differentiate themselves from the competition. Sinek's view is that 'How' messaging is also able to communicate with the limbic brain - the important part that governs behavior and emotion. But his opinion is that organizations would do better to improve how they articulate their 'Why', in addition to 'How'.





It's fairly easy for any leader or organization to articulate 'What' they do. This can be expressed as the products a company sells or the services it offers. For an individual, it would be their job title. Sinek argues that 'What' messaging only engages with the neocortex - the part of our brain that's rational. His argument is that this part of the brain is less of a driver of decision making than the limbic brain: the part that 'Why' and 'How' reaches better. Successful people and organizations express why they do what they do rather than focusing on what they do.

Some critics argue that Sinek's model is actually just reflecting passion. Passionate leaders and passionate organizations express their commitment and enthusiasm authentically, and this is what inspires others rather than the manner in which they express themselves. Other critics argue that Sinek's model implies humans don't use their reason at all when making decisions, which is debatable.

 All the organizations have a habit of starting from what. But he suggested to start from 'why' because   people don't get inspired from what they have, rather, they inspired about what they believe is your believe too. He came up with an example of Apple, who starts from why, which make people more curious about the product. According to him, organizations should always come up with a challenge of making things differently, with greater innovations rather than what they have to do and how to do. He explains the GOLDEN CIRCLE in biological terms too how the limb brains help the people to take decisions regarding products,how apple connects with the consumers directly through the limb brain ,which provides more customers to them rather than any organizations.

The attempts of his ideas are to explain why some people and organizations are particularly able to inspire others and differentiate themselves successfully. The neuroscience behind the Golden Circle idea is that humans respond best when messages communicate with those parts of their brain that control emotions, behavior and decision-making.