The power of WHY is not opinion. Apple starts with the WHY, the centre of the Golden Circle. It is the framework for the WHY. How the Golden Circle works maps perfectly with how our brain works. Simon Sinek uses a model called The Golden Circle to explain how legendary leaders like Steve Jobs, Martin Luther King Jr., and the Wright brothers were able to inspire, rather than manipulate, in order to motivate people. That’s what starting with WHY is all about. And here's the best part, this whole concept of WHY is grounded in the tenets of the biology of human decision making. They think differently thereby challenging the status quo. CMO Sangram Vajre expands this for marketing and sales. So instead of communicating what they do and make and how they do or make their products, they communicate their vision to their potential buyers.
Simon Sinek's says "Start with Why" in his Golden Circle model for businesses. The outer section of the Golden Circle—the WHAT—corresponds to the outer section of the brain—the neocortex.

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