The transformative power of starting with why-Part 1

Have you ever paused to ask yourself why you do what you do?

We are living in a world which is saturated with information, yet some leaders, ideas, and organizations inspire unwavering loyalty, while others, equally competent, struggle to make a lasting impact. According to leadership expert Simon Sinek the answer is not in what they do, but in why they do it.  A few months back I watched his inspiring 2009 TED Talk, How Great Leaders Inspire Action, where Sinek introduces a simple framework called The Golden Circle. This model helped to reframe my understanding of influence, leadership, and motivation. It is a blueprint for building movements, fostering loyalty, and leading with purpose.

What is The Golden Circle?

The Golden Circle at the heart of Sinek's thesis is a model comprised of three concentric rings:

• WHAT: The outermost layer. Every organization on the planet knows what they do. This is the product they sell or the service they offer. For example, at Iyashi Wellness Centre we offer integrated mental health and nutrition services

• HOW: The middle layer. Some organizations know how they do what they do. This is their proprietary process, unique selling proposition, or differentiating value proposition. Again using our example, we offer integrated mental health and nutrition services through personalized mental health and nutrition offerings for individuals and organizations.

• WHY: The core. Very few organizations can clearly articulate why they do what they do. Although we think of making money as a "why", it is not. Making money is a result. The why is your purpose, your cause, your belief. It's the reason your organization exists. At Iyashi Wellness Centre, we believe that there can be no health without mental health. Our work is driven by the conviction that mental health is a fundamental human right and an essential prerequisite for any individual or community to thrive.

This belief is the foundation of our Well-being First model.

Sinek observes that most companies communicate from the outside in, leading with their "what." They tell you about their great product and how it's made, and expect a purchase or buy-in. But inspired leaders and brands think, act, and communicate from the inside out.

He uses Apple as an example. If Apple were like everyone else, a marketing message would sound like this: "We make great computers. They are beautifully designed and simple to use. Want to buy one?"

But that's not what they do. Apple starts with their "why":

"In everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use, and user-friendly. We just happen to make great computers. Want to buy one?"

The difference is palpable. The first is a sales pitch; the second is a statement of belief. As Sinek famously states, "People don't buy what you do; they buy why you do it."

Conclusion

There is a difference between a sales pitch and a statement of belief. As Simon Sinek famously states, "People don't buy what you do; they buy why you do it." Understanding this Golden Circle is the first step for any leader or founder. It challenges us to communicate from the inside out, to move beyond describing our services and instead to lead with our purpose.

So......

Why is this approach so effective? Why do we form deep loyalty to certain brands and leaders, while others leave us cold?

It turns out the answer is not found in marketing psychology, but in the biology of the human brain.

In Part 2 of this article, coming in two week's time, we will explore the science behind why our brains are hardwired to respond to a powerful why, and how you can use this understanding to not just run a business, but to lead a movement.

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I regularly write about mental health, AI and social innovation with the aim of helping individuals and organizations to build resilience. Follow me Emily Mbelenga for practical frameworks and new perspectives.

About the Author

Emily Mbelenga is a Clinical Psychologist, Public Health Nutritionist, and the Founder of Iyashi Wellness Centre, a woman-led social enterprise in Kenya. With over 17 years of experience, her work focuses on designing and implementing evidence-based MHPSS and nutrition programs, specializing in trauma recovery and community resilience.