golden-circle-purpose

# Golden Circle purpose framework Quick reference for purpose-driven brand building using Simon Sinek's Golden Circle methodology and complementary frameworks from Jim Collins, David Aaker, and Marty Neumeier. > "People don't buy what you do, they buy WHY you do it." — Simon Sinek --- ## The Golden Circle ``` ┌───────────────┐ │ WHY │ ← Purpose, cause, belief (LIMBIC BRAIN) │ ┌───────────┐ │ │ │ HOW │ │ ← Values, process, differentiators (LIMBIC BRAIN) │ │ ┌───────┐ │ │ │ │ │ WHAT │ │ │ ← Products, services, features (NEOCORTEX) │ │ └───────┘ │ │ │ └───────────┘ │ └───────────────┘ ``` | Circle | Definition | Brain Region | |--------|------------|--------------| | **WHY** | Purpose, cause, and belief: why you exist | Limbic (emotions, decisions) | | **HOW** | Unique approach, values, differentiators | Limbic (emotions, decisions) | | **WHAT** | Products, services, tangible proof | Neocortex (rational thought) | **The Core Insight**: Leading with WHY speaks directly to the decision-making part of the brain. --- ## WHY statement format **Structure**: "To _____ so that _____" - **First blank** = Your contribution (the action you take) - **Second blank** = Your impact (the difference you make) **Examples**: - **Simon Sinek**: "To inspire people to do the things that inspire them so that, together, we can change our world" - **Airbnb**: "To conne...