Simon Sinek’s “Golden Circle” is a model that helps organizations communicate their message effectively.

Sinek argues that the traditional marketing model, based on WHAT (what the company does) and HOW (how it does it), is no longer effective in creating an emotional connection with customers.

On the contrary, companies that start from the WHY (because they do it) manage to create a relationship of trust and loyalty with their audience, because they convey a sense of belonging and purpose.

Finding your WHY is essential for a company that wants to have a clear and coherent vision, a strong and motivated organizational culture, and a competitive and differentiating strategy.

The WHY is what gives meaning to everyday work, what guides decisions and actions, what attracts and retains customers.

The WHY is what makes a company unique and unrepeatable.