Simon Sinek is a British-American author and motivational speaker who has transformed how we think about leadership and purpose.

He’s best known for his concept of the “Golden Circle,” which encourages starting with “Why.”

The “Golden Circle” explains why some individuals and organizations are more successful than others. It consists of three concentric circles:

– “Why”: This is the core belief or purpose that drives an individual or organization. Simply put, it’s the reason you get out of bed every day.

– “How”: These are the processes or values that make the “Why” possible—your “modus operandi.”

– “What”: This refers to the products or services you or your organization offers.

Sinek argues that most individuals and organizations begin with “What,” then move to “How” and “Why.” However, truly successful leaders and companies start with “Why”—their purpose or belief—and then determine “How” and “What.” This approach builds a strong emotional connection with customers and employees while inspiring self-motivation that leads to long-term success.

As a Sales Engineer or Manager visiting a customer, always start with “Why”. Clarify why you are there: to delight the customer and win over their hearts and minds.

Next, consider “How”. Your aim should be to let the customer win first—”Leaders Eat Last and Less Too.” As a salesperson, ensure that your customers enjoy the best experience.

Finally, present your “What”. Showcase the products, services, or solutions that will fulfill the “Why” and “How.”

Also, think about the ‘Infinite Game’ rather than just winning in the moment. The goal is to keep improving and building relationships, rather than concentrating solely on immediate victories.

The Golden Circle of Islam also begins with “Why”: Why were jinn and human beings created? The divine answer is to worship God.

Next is “How”: This is achieved through the purification of body and soul.

Finally, “What”: This is carried out through prayers, fasting, spending in Allah’s cause, and Hajj.

Like many professionals, we often start with “What,” sometimes forgetting “Why” and “How” altogether! Unfortunately, a significant portion of society doesn’t even care about “What”; their sole purpose in life is merely to eat, drink, accumulate, procreate, and die. Regrettably, many business leaders also fall into this category.