This approach has become a staple for brands, creatives, and communicators who want to move from simply selling a product or message to genuinely connecting with their audience.

Simon Sinek often gets written off as just another business guru or motivational speaker. Fair enough—his book Start with Why is focused on leadership and how leaders can inspire others. He also earns a good living coaching and giving speeches, fitting the usual “guru” profile. But there’s a real gem of a message in his work: it cuts to the heart of how we make decisions and can make all of us better communicators. As a trained social anthropologist who has spent his career studying human behavior, Sinek is perhaps more qualified than many other motivational voices.

Below are just a few reasons why I believe the Golden Circle can transform your approach to storytelling, brand building, and professional communication—and how you can apply it to your marketing, communications, content creation, and beyond.

The Golden Circle Explained

The Golden Circle model centres around three concentric circles labeled “Why,” “How,” and “What.”

- Why – The core belief or purpose behind what you do.

- How – The unique methods or values guiding the way you bring your why to life.

- What – The end product or service you deliver.

Most organizations and individuals communicate from the outside in—starting with “What” they do and moving towards “How.” But Sinek argues that truly successful leaders and brands do the opposite. By starting with “Why,” they resonate with their audience’s emotions and build loyalty beyond a single transaction.

Why the Golden Circle Matters for Video Creators

Video content is more prevalent and accessible than ever, but capturing attention and building trust can still be a challenge. The Golden Circle’s “Why” can help you stand out by infusing purpose into every frame of your video content.

- Why Makes Content Memorable: Starting with “Why” transforms your video from mere content to an experience. Audiences aren’t just consuming information; they’re connecting with an underlying purpose. This emotional connection makes your content more memorable and likely to be shared.

- Authenticity Breeds Trust: By sharing the “Why” behind your content, you give viewers a reason to care. Today’s audiences are highly attuned to authenticity, and when they sense a genuine purpose, they’re more inclined to watch, engage, and return for more.

- Guiding Scriptwriting for Maximum Impact: Using the Golden Circle as a scriptwriting framework can help you create videos with clear, impactful messaging. Start your script by addressing the “Why”—the purpose behind your video or the problem it solves for the viewer. This immediately grabs attention and establishes a connection. Next, move to the “How,” explaining your unique approach, perspective, or process. Finally, end with the “What”—the action step, product, or information you want the viewer to walk away with. This structure ensures that each part of your script flows with intention, building engagement throughout.

The Golden Circle as a North Star for Marketers

For marketers, “Why” is the foundation of brand loyalty. When you market from a place of purpose, you give customers a reason to choose you over the competition—not just because of what you do, but because they believe in why you do it.

- Creating a Brand Identity That Resonates: Marketing campaigns that start with “Why” communicate a brand’s deeper values and purpose. This approach cultivates an identity that customers can connect with on a personal level, fostering loyalty and even advocacy.

- Driving Decisions Based on Values, Not Just Product Features: Many brands focus on the “What”—features, specifications, and benefits. But if you lead with “Why,” you tap into values-driven decisions. Instead of just selling a product, you’re inviting customers to join a movement that aligns with their own beliefs and goals.

Empowering Professional Communicators to Inspire

Communicators in any field—whether presenting, pitching, or storytelling—can leverage the Golden Circle to inspire others and deliver messages that resonate on a deeper level.

- Cutting Through Noise with Purposeful Messaging: In a world flooded with information, clarity of purpose helps messages stand out. By using the “Why” as the backbone of your communication, you cut through the noise and present a narrative that feels personal and impactful.

- Building Long-Lasting Relationships: Starting with “Why” builds trust by showing that your motivations are in service of something bigger than the bottom line. This trust is foundational for long-term client and audience relationships, as people are more likely to support communicators they feel are aligned with their own values.

Practical Tips for Implementing the Golden Circle in Your Work

Integrating the Golden Circle into your creative and professional processes doesn’t have to be complicated. Here are some practical steps to get started:

- Clarify Your “Why”: Whether you’re a solo creator or part of a large brand, your “Why” should be clear and authentic. Reflect on what drives you and what change you’re seeking to inspire. Keep this purpose front and center in your content, marketing materials, and messaging.

- Use the “Why” as a Storytelling Lens: Start with “Why” to structure your videos, campaigns, and communications around a central purpose. Allow it to shape the narrative, visuals, and language you use so that every element reflects your core mission.

- Measure Success Beyond Metrics: While metrics are important, consider qualitative success measures as well, like audience feedback, loyalty, and brand perception. These indicators can show how well your “Why” is resonating with the people who matter most.

To sum it all up…

Starting with “Why” isn’t just motivational guru speak; it’s a really simple way to appeal to peoples most basic instincts and to leverage the way they make decisions to make your content more compelling.

The Golden Circle helps communicators go beyond transactional messaging to deliver value, foster trust, and inspire loyalty. For video creators, marketers, and communicators, embracing this approach can turn audiences into communities, customers into advocates, and messages into movements. By leading with purpose, you don’t just capture attention—you make a lasting impact.