The Golden Circle is a strategic model by Simon Sinek that helps companies define their purpose (“Why”), their approach (“How”), and their offering (“What”). It provides clarity on why a brand exists, how it achieves its goals differently from others, and what concrete value it creates for its customers. The model works from the inside out: starting with purpose, then process, and finally product.
The three elements of the Golden CircleWhy: Defines the deeper purpose and reason for the brand’s existence. It expresses the positive impact the company wants to create and serves as motivation for both employees and customers.
How: Describes the way the brand fulfills its purpose — its values, unique strengths, and differentiators that make it stand out in the market.
What: Explains the tangible result — the products, services, or experiences that deliver the brand’s promise and bring its purpose to life.
Advantages of using a Golden Circle Template
A Golden Circle Template helps brands structure their strategic thinking, ensuring that every action connects back to a clear sense of purpose.
Clarity: Creates alignment across teams by defining what truly drives the brand.
Consistency: Ensures coherent communication across all brand touchpoints.
Motivation: Inspires teams and customers through a meaningful brand purpose.
Decision-making: Serves as a compass for strategy, design, and innovation.
Guide to Creating a Golden CircleDefine your Why: Identify the core reason your brand exists beyond profit.
Clarify your How: Outline the principles, methods, and strengths that set your brand apart.
Specify your What: Describe the key products or services that express your purpose in action.
Align and share: Test the model with your team to ensure it resonates internally and externally.
Implement consistently: Integrate the Golden Circle into communication, brand strategy, and decision-making to keep your purpose alive in every project.
