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Golden Circle

A one-page Golden Circle — Simon Sinek's tool for finding the purpose behind what you do. Every person, team, and company can say WHAT they do; some can explain HOW they do it; but almost none can clearly say WHY — the belief or cause that makes it matter. The circle is drawn inside out for a reason: you start at the core with your Why, then wrap it in the How that makes you different, and only then the What you actually make or sell. This sheet pairs the three concentric rings with room to write each one, so you can pin down a Why that's more than a slogan and check that your How and What actually flow from it. Use it for a business, a product, a team's mission, or your own career — anywhere 'people don't buy what you do, they buy why you do it' applies. Print it blank to work it out by hand.

Best for: Clarifying the purpose behind a brand, product, team, or career — starting with Why, then How and What.
Badge: Composed

A still life that evokes the Golden Circle

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Composed printable

Start with Why.

Everyone can say what they do; some can say how. Almost no one can clearly say why — the purpose or belief behind it. The Golden Circle works from the inside out: name your Why at the core, then the How around it, then the What on the outside. People don't buy what you do — they buy why you do it.

How it works