Creating Your WHY

Over the years I have used a number of techniques for myself and clients to help focus in on those motivating factors within each one of us. There have been endless books on finding your passion, setting goals, and getting motivated but none have captured the essence quite as well as Simon Sinek did in his book “Start with WHY”. I adopted much of these principles into several exercises in my course YOU Inc. I wanted to share a free one here for everyone to download and use. Have fun with it and let me know some of your results!

The Golden Circle

The Golden Circle idea is an attempt to explain why some people and organizations are particularly able to inspire others and differentiate themselves successfully. The neuroscience behind the Golden Circle idea is that humans respond best when messages communicate with those parts of their brain that control emotions, behavior and decision-making

Simon Sinek’s Famous Golden Circle


‘Why’ is arguably the most important message that an organization or individual can communicate as this is what inspires others to action. ‘Why’ is how you explain your purpose and the reason you exist and behave as you do. Successfully communicating the passion behind the ‘Why’ is a way to communicate with the listener’s limbic brain. This is the part of our anatomy that processes feelings such as trust and loyalty – as well as decision-making.

Successfully articulating your ‘Why’ is a very impactful way to communicate with other humans, define your particular value proposition and inspire them to act. Communicating ‘Why’ taps into the part of the listener’s brain that influences behavior. This is why the Golden Circle is considered such an influential theory of leadership. At organizational level, communicating your ‘Why’ is the basis of a strong value proposition that will differentiate your brand from others.Why do you do what you do? What is your purpose? The why is your inspiration. It’s your burning desire. It’s your purpose on fire.


The organization’s, or individual’s, ‘How’ factors might include their strengths or values that they feel differentiate themselves from the competition. ‘How’ messaging is also able to communicate with the limbic brain – the important part that governs behavior and emotion. Atit’s simplest, ‘How’ is the way your do what you do. I think of the how as your personal successpattern. In other words, what’s worked best for YOU throughout your life? You figure this outby traversing your life in a Ghost of Christmas past sort of a way. It’s the ultimate hunt for thekey to the combination that unleashes your best you. How do you do what you do to fulfill your purpose?Why do you wake up in the morning? Why are you doing what you’re doing? Why do you want to do what you are working for? In essence, what do you believe and why?W


It’s fairly easy for any leader or organization to articulate ‘What’ they do. This can be expressed as the products a company sells or the services it offers. For an individual it would be their job title. ‘What’ messaging only engages with the neocortex – the part of our brain that’s rational. His argument is that this part of the brain is less of a driver of decision making than the limbic brain: the part that ‘Why’ and ‘How’ reaches better. Successful people and organizations express why they do what they do rather than focusing on what they do. You obviously musthave a ‘What’ but understanding ‘Why’ and ‘What’ lead to a more impactful and infinite ‘What’. Once you know your why and how … the ‘What’ are vehicles. They are vehicles for realizing your potential. Imagine the freedom of wherever you go or whatever you do, you can live your why and how. The trick of course, is to amplify your impact with the right ‘What’ wherever you can. 

What do you do? What’s your product or service?

For more information on coaching or consulting fill out the form on the site.

See Free Download Below!