“People don’t buy WHAT you do; they buy WHY you do it.”
The golden circle
Simon Sinek says people are inspired by a sense of purpose (or "Why"), and that this should come first when communicating, before "How" and "What".
Sinek calls this triad the golden circle, a diagram of a bulls-eye (or concentric circles or onion diagram) with "Why" in the innermost circle (representing people's motives or purposes), surrounded by a ring labeled "How" (representing people's processes or methods), enclosed in a ring labeled "What" (representing results or outcomes). He goes on to speculate about the biological factors behind this structure, such as the limbic system.
The limbic System: The set of brain structures located on both sides, the structures and interacting areas of the limbic system are involved in motivation, emotion, learning, and memory.
Every leader and company knows the WHAT. They can describe their products, their industry, and their competitors. Some companies also know HOW they do WHAT they do - their unique differentiation, their value proposition, and their values. But few companies know or articulate their WHY — their purpose, their cause or their belief. The WHY is their reason for being. And the WHY is why anyone should care.
Great salespeople always start with Who. Then they move to Why, What, and How. And then eventually to When, and How Much. ... Now once you get to the right Who, Simon Sinek is spot-on about beginning the conversation with Why. The Why is a game changer in selling modern technology.