The Golden Circle by Simon SinekSo you want to start a business? You have probably thought the best kind of business to start or asked yourself, “Can I set up my own business with small capital?“. The truth about it, you can absolutely do it even with no capital at all. You just have to be resourceful and know how to look. But the major point is, it’s not just about “What” and “Can you”, it should also be about “WHY” and how strong are your reasons? That’s the most fundamental step in starting your own business.

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Simon Sinek, an author and TED speaker, who popularized the concept of the “golden circle” and “Start With Why“, explains why it is tremendously important to know your “WHY” in setting up a successful startup business. He codifies the simplest pattern on how successful leaders and businesses succeed and how they inspire other people to buy their idea. According to Sinek, they all think, act and communicate in the same way and it’s exactly the complete opposite to everyone else.

He calls it the “Golden Circle” and it comprises with the following:

What's your reason in starting a business?

WHAT Every person or business knows what they do.

HOW Some people know how to do it.

WHY  Few people know why they do it.

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According to Sinek, great leaders, businesses, and entrepreneurs’ strategy start from the inside out. How?

Marketing message from everyone else: (i.e. computer company)

WHAT We make great products.

HOW It’s affordable, user-friendly with great product designs.

WHY Want to buy one?



Apple’s marketing message:

WHY Everything we do, we believe in challenging the status quo and think differently.

HOW The way we do that is to make products with great design, simple to use and user-friendly.

WHAT We make great computers. Want to buy one?

For Apple, it believes in innovation and the way they target the audience is fresh and new. They understand about their brand and always seek new innovation to stick with their message. The way they market their message speaks from the heart of people who likes to think differently and it just happens that Apple produces great products.

Simon summarizes that in order to inspire and make people believe, you have to start with a cause and purpose i.e. “Why does your company exist?”, “Why do you get up in the morning?” “Why should everyone care about what you do?”. To him, this is clearly the solid backbone in starting a successful business.

Discovering your why is the smartest move and it should not be solely about money, because money is the result and not the reason. It is the reason that excites every successful entrepreneur. Once you find your why, you need to ask yourself, “Am I willing to work on this for the next ten years or so?”. If yes, “What should I do to be successful.” If you knew little about it, don’t worry because everything is given already. You just have to ask and look. Also, your initial idea in business doesn’t have to be the best. Consider it as your entry to the right path of achieving your goal.

He who has a why can endure any how – Frederick Nietzsche

So, do you know your WHY? Comment it below. If not, click here:

people don’t buy what you do, they buy why you do it – simon sinek