Running a successful business requires more than just a good product or service—you also need a clear mission behind everything you do. After all, people are drawn to companies with a compelling purpose, even if competitors may have superior offerings.

Develop yours, define it concretely, and incorporate it into every facet of your organization, and it can go a long way toward setting your brand apart from the rest.

Of course, all that is easier said than done. For a simple solution, turn to Simon Sinek, a legendary motivational speaker. In his debut work, Start with Why, he lays out his Golden Circle philosophy, a model consisting of three concentric layers: WHY (the core belief), HOW (the processes or values that bring it to life), and WHAT (the tangible products or services). His ideas can help you better understand what’s driving you, enabling you to strive for greater organizational success and better inspire those you work with.

An inverted approach

Sinek argues that while most organizations operate from the outside in—focusing on WHAT they do—the most effective strategy is to work from the inside out, starting with your WHY. And it’s not just about making money, which is more of an end result than a mission. Rather, consider the reason your enterprise exists. What problem are you aiming to solve with your products or services? What values or practices are at the heart of your business? The goal is to identify something that individuals can emotionally relate to, helping draw them toward your brand and connect to it. Further, keep it simple: you should be able to convey it in a concise statement.

Once you have your WHY, make it the foundation of every action and process of every department, from marketing to product development to customer service. You want it to be continually reinforced both for visibility and to develop a strong, consistent brand image. If consumers can clearly see the connections between your purpose, how you’re implementing it, and how it informs your products or services, they will feel comfortable trusting your company and giving you their business. As Sinek emphasizes, “People don’t buy WHAT you do, they buy WHY you do it.”

One of the best modern examples of this is Apple. Since its inception, it has had a clear WHY: a vision to think differently and challenge the norm. HOW does it do that? By never being satisfied and constantly seeking opportunities to improve technology. This is then reflected in its WHAT, resulting in phones, computers, tablets, and other products that aren’t just extremely functional—they’re beautifully designed and intuitive to use, reinforcing the company’s deeper dedication to innovation and simplicity.

Implementing your WHY

There is no universal process for integrating your purpose into the different aspects of your business; each will require careful thought regarding its various components and the nuances of the work involved to determine the best way forward. Here are three areas to consider as an example.

Your marketing
Sinek writes, “There are only two ways to influence human behavior: you can manipulate it or you can inspire it.” Many marketing tactics like apparent price cuts and artificial scarcity use the former approach to entice customers, which may succeed in causing a one-time spike in sales. However, it’s often easy to tell when a company is being manipulative, and so while individuals may concede to purchasing this time, they will likely leave with a negative opinion of that brand and no intention of returning.

Instead, you should inspire your customers with authentic messaging that aligns with your WHY. This can be as simple as sharing the story behind your company on your website or in social media posts. Such a narrative may resonate with people on a deeper level, fostering greater trust and loyalty. It’s this kind of connection that makes Apple fans stand in line for six hours just to buy the newest product—a practice that still continues, albeit to a lesser degree, despite the prevalence of online ordering.

Your team
When hiring, be careful not to bring on people merely because they can do the job. While you do want someone to have the right qualifications, it’s just as important that they share your organization’s values. Employees who are on board with your mission will invest more effort and passion into their work, and being unified under this shared purpose will enable them to work better together, leading to greater productivity and performance. Think of it this way: The team you build will be responsible for taking your company’s vision and bringing it to life. So why would you hire anyone who doesn’t embrace what you’re striving for and feel equally driven to produce your desired results?

Your partnerships
The same principle of being selective applies to potential partnerships. Your WHY serves as a filter for opportunities, allowing you to pursue initiatives that align with your fundamental beliefs. You don’t want to work with just any organization who may have what you need—you want to select ones whose WHY complements yours. For example, say that your company prides itself on sustainability and ethical sourcing and comes across an opportunity to partner with a supplier that seems to match these values. Unfortunately, though, you discover that their process to collect materials results in a large carbon footprint, showing that they are ultimately incompatible. As a result, you should choose to turn it down, no matter how financially beneficial it may seem.

While the short-term advantages of such a partnership can be tempting, the long-term consequences may far outweigh them. Making choices that stray from your fundamental purpose can dilute brand integrity, confuse employees and customers, and even cause people to take their business elsewhere. On the other hand, staying true to your WHY ensures that every product, service, and interaction contributes to a cohesive and meaningful brand experience, strengthening your credibility.

As you work to apply Simon Sinek’s Golden Circle principles, remember that the key is to stay intentional. When you reinforce your WHY at every touchpoint, you can create a stronger, more authentic company that resonates deeper with the people who need what you have to offer.

For more info, visit simonsinek.com

TAKE ACTION:
Take a moment to outline or revisit your business’s WHY, reflecting on your core values and articulating the purpose that drives your organization.