Golden Circle

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Intro
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What
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How
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Why
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The Golden Circle

The Golden Circle is a simple yet powerful framework popularized by Simon Sinek, designed to help you clarify your brand or organization’s core purpose. It starts with Why (your deeper belief or motivation), moves to How (the unique way you bring that belief to life), and finally addresses What (the product or service you offer). By starting with Why, you tap into the real reason your brand exists—beyond just making money. It’s about what truly inspires you and what change you want to create in the world.

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Understanding your Why then guides you in explaining How you do it—what sets you apart—and finally ties everything together with What you do, the tangible product or service you provide. As you fill out the next questions in this workshop, keep in mind that the Golden Circle isn’t just about information; it’s about inspiration. People are drawn to brands that are clear about their beliefs and the impact they want to have. So, focus on the Why first, and let it shape everything else in your brand strategy.

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What do you do? What service or product do you offer?

Your “What” defines the tangible products or services you offer. It’s the most straightforward part of the Golden Circle—essentially, what you deliver to your customers. When answering “What,” think about the core functions or the main categories of what you provide: Are you selling a physical product? A digital service? A professional solution? Focus on clarity here, so people immediately know what they can expect from you.
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How do you do it that is unique?

Your “How” dives into the unique approaches or methods that set you apart. It’s about your processes, techniques, or guiding principles. This could include special technology you’ve developed, a personalized client experience, or a proprietary method you use. When filling out your “How,” highlight what makes your brand distinct and why your approach leads to better results or experiences for your customers.
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Why do you do it? Why is this important to you beyond money?

Your “Why” is the heartbeat of your brand—the core belief or motivation behind everything you do. It answers the deeper question: “What drives you beyond profit?” Think about what inspired you to start your business or the broader impact you want to have on people’s lives or the world. This is often where you’ll find the emotional connection that resonates most with customers and helps you stand out in the market.
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