--- title: THE GOLDEN CIRCLE description: "Do you understand your ‘why’? Does your team understand it? How about your customers? Your ‘why’ is why your business exists for your customers (and it’s not to make a profit!).\n\nYour ‘why’ forms the centre of The Golden Circle – a concept developed by Simon Sinek in his book, Start With Why. The Golden Circle challenges us to examine the emotional core of what makes our team and customers buy into a company. The next layer is your ‘how’ and the outer layer is your ‘what’. \n\nEveryone knows what they do, some know how they do it, but few actually know why. Success is more likely when we think, act and communicate from the inside out, starting with why. \n\nYour ‘why’ is simply the most important message for marketing your business. It’s your purpose. You should be able to articulate this in seven words or less and it should be broad enough to reflect what you do but not be specific to your current product or service offering. In other words, your purpose should still apply in 100 years.\n\nConsider Tesla’s purpose as an example: to accelerate the world’s transition to sustainable energy. This doesn’t limit them to electric vehicles and allows for growth opportunities within the whole sustainable energy industry. When you’ve defined your ‘why’, you can then move to the next layer of The Golden Circle – ‘how’.\n\nYour ‘how’ is your unique selling proposition; what makes you different from your competitors. In other words, how you deliver on your ‘why’. Perhaps yours speaks to quality, delivery speed, cost effectiveness or other reasons why a customer should choose you. Your ‘how’ is what customers can expect every time they do business with you.\n\nThe final layer of the circle is your ‘what’. This is obvious to your team and your customers – the products or services you sell. It’s easier to articulate your ‘what’ than your ‘how’ or ‘why’, hence most businesses focus on this first. \n\nBy focusing on your ‘why’, you’ll develop an emotional connection with your customers; and they’re likely to buy based on emotion. By acting, thinking, and communicating from the inside of The Golden Circle out, you’ll attract the right fit customers who will become raving advocates.\n\nIf you need help implementing The Golden Circle in your business, get in touch.\n\n“People don’t buy what you do, they buy why you do it.” – Simon Sinek" image: https://balanceca.nz/hubfs/Demystifying-Scrum-in-Light-Of-Golden-Circle.jpg --- [![Ecom](https://balanceca.nz/hubfs/raw_assets/public/codfina/images/image_web/Logo_1.png)](https://balanceca.nz/) - [Home](https://balanceca.nz/) [![Ecom](https://balanceca.nz/hs-fs/hubfs/raw_assets/public/codfina/images/image_web/startup.png?width=60&name=startup.png) Start-ups](https://balanceca.nz/start-ups) [![Established](https://balanceca.nz/hs-fs/hubfs/raw_assets/public/codfina/images/image_web/establishedbusinesses.png?width=60&name=establishedbusinesses.png) Established Businesses](https://balanceca.nz/established-businesses) [![Agricultural](https://balanceca.nz/hs-fs/hubfs/raw_assets/public/codfina/images/image_web/agriculturalbusinesses.png?width=60&name=agriculturalbusinesses.png) Agricultural Businesses](https://balanceca.nz/agricultural-businesses) - [About](https://balanceca.nz/about-us) - [Services](https://balanceca.nz/services) [![image](https://balanceca.nz/hubfs/raw_assets/public/codfina/images/image_web/services_1.png) Annual Accounting & Tax Services](https://balanceca.nz/services#nav_f4) [![image](https://balanceca.nz/hubfs/raw_assets/public/codfina/images/image_web/services_2.png) Business Support Services](https://balanceca.nz/services#nav_f4) [![image](https://balanceca.nz/hubfs/raw_assets/public/codfina/images/image_web/services_3.png) Business Development](https://balanceca.nz/services#nav_f4) [![image](https://balanceca.nz/hubfs/raw_assets/public/codfina/images/image_web/services_4.png) Business Planning](https://balanceca.nz/services#nav_m4) [![image](https://balanceca.nz/hubfs/raw_assets/public/codfina/images/image_web/services_5.png) Cashflow Management](https://balanceca.nz/services#nav_m4) [![image](https://balanceca.nz/hubfs/raw_assets/public/codfina/images/image_web/services_6.png) Accountability Coaching](https://balanceca.nz/services#nav_m4) [![image](https://balanceca.nz/hubfs/raw_assets/public/codfina/images/image_web/services_7.png) Succession Planning](https://balanceca.nz/services#nav_m4) [![image](https://balanceca.nz/hubfs/raw_assets/public/codfina/images/image_web/services_8.png) Organisational Review](https://balanceca.nz/services#nav_b3) [![image](https://balanceca.nz/hubfs/raw_assets/public/codfina/images/image_web/services%20icon-9.png) Governance](https://balanceca.nz/services#nav_b3) [![](https://balanceca.nz/hubfs/raw_assets/public/codfina/images/image_web/services-10-01.png) Specialist Māori Sector Services](https://balanceca.nz/services#nav_f4) [![](https://balanceca.nz/hubfs/raw_assets/public/codfina/images/image_web/11_Connections.png) Connections](https://balanceca.nz/services#nav_b3) # BALANCE Take control of your finances with BalanceCA, your trusted partner for all your accounting and financial needs. 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Does your team understand it? How about your customers? Your ‘why’ is why your business exists *for your customers* (and it’s not to make a profit!). Your ‘why’ forms the centre of The Golden Circle – a concept developed by Simon Sinek in his book, *Start With Why*. The Golden Circle challenges us to examine the emotional core of what makes our team and customers buy into a company. The next layer is your ‘how’ and the outer layer is your ‘what’.  Everyone knows what they do, some know how they do it, but few actually know why. Success is more likely when we think, act and communicate from the inside out, starting with why.  Your ‘why’ is simply the most important message for marketing your business. It’s your purpose. You should be able to articulate this in seven words or less and it should be broad enough to reflect what you do but not be specific to your current product or service offering. In other words, your purpose should still apply in 100 years. Consider Tesla’s purpose as an example: to accelerate the world’s transition to sustainable energy. This doesn’t limit them to electric vehicles and allows for growth opportunities within the whole sustainable energy industry. When you’ve defined your ‘why’, you can then move to the next layer of The Golden Circle – ‘how’. Your ‘how’ is your unique selling proposition; what makes you different from your competitors. In other words, how you deliver on your ‘why’. Perhaps yours speaks to quality, delivery speed, cost effectiveness or other reasons why a customer should choose you. Your ‘how’ is what customers can expect every time they do business with you. The final layer of the circle is your ‘what’. This is obvious to your team and your customers – the products or services you sell. It’s easier to articulate your ‘what’ than your ‘how’ or ‘why’, hence most businesses focus on this first.  By focusing on your ‘why’, you’ll develop an emotional connection with your customers; and they’re likely to buy based on emotion. By acting, thinking, and communicating from the inside of The Golden Circle out, you’ll attract the right fit customers who will become raving advocates. If you need help implementing The Golden Circle in your business, get in touch. > *“People don’t buy what you do, they buy why you do it.”* – Simon Sinek ![image](https://balanceca.nz/hubfs/raw_assets/public/codfina/images/image_web/Logo_1.png) ##### Balance Whanganui - [0800 480 062](tel:+640800480062) [06 348 0062](tel:+64063480062) - [whanganui@balanceca.nz](mailto:whanganui@balanceca.nz) - 10 Dublin Street, Whanganui, 4500 PO Box 670, Whanganui, 4540 ##### Balance New Plymouth - [06 769 5389](tel:+64067695389) - [newplymouth@balanceca.nz](mailto:newplymouth@balanceca.nz) - 141 Powderham Street PO Box 593, New Plymouth Central, New Plymouth 4310 ##### Balance Stratford - [06 765 6156](tel:+64067656156) - [stratford@balanceca.nz](mailto:stratford@balanceca.nz) - 199 Broadway, Stratford, 4352 PO Box 670, Stratford, 4352 Balance Official 2026. All rights reserved. [mailto:hello@balanceca.nz](mailto:hello@balanceca.nz) [tel:+640800480062](tel:+640800480062) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Balance CA", "url" : "https://balanceca.nz/blogs/author/balance-ca" }, "dateModified" : "2024-01-20T22:46:31.715Z", "datePublished" : "2024-01-20T22:46:31.000Z", "headline" : "THE GOLDEN CIRCLE", "image" : [ "https://balanceca.nz/hubfs/Demystifying-Scrum-in-Light-Of-Golden-Circle.jpg" ], "mainEntityOfPage" : { "@id" : "https://balanceca.nz/blogs/the-golden-circle", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject" } } } ```