Golden Circle, uncovering the core principles and values of your brand
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Why are some companies successful while others struggle? The difference often lies in the foundation — your values and core principles. Companies that clearly express their values create an emotional connection with their customers. That connection builds brand preference in the short term and brand loyalty in the long term.
People don’t buy what you do; they buy why you do it. The same goes for your team — people prefer to work for a company with an authentic story rather than just another job. This idea was made famous by Simon Sinek in his TED Talk and his book ‘Find Your Why’. His Golden Circle perfectly illustrates how it works.
The Golden Circle in three steps
The Golden Circle shows why some companies stand out. The model consists of three circles: Why, How, and What.
1. Why – Your Purpose
Why do you do what you do? What drives your company? Profit alone is never enough. Your purpose should be bigger — a goal people can believe in.
Examples:
- IKEA: “Our mission is to make affordable living possible for everyone.”
- Meunyckenhof: “We care for vulnerable elderly so they can (re)experience happiness every day.”
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Bol.com: “We want to make customers happy.”
2. How – Your Way of Working
This is about your process, differentiators, or USP. What do you do differently from others?
Examples:
- IKEA: extremely efficient production and logistics, keeping prices low.
- Meunyckenhof: positive attitude, attentive listening, and strong organization.
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Bol.com: “Connected & Easy.”
3. What – Your Result
What do you deliver concretely to your customers? The tangible product or service that comes from your Why and How.
Examples:
- IKEA: affordable design furniture.
- Meunyckenhof: complete care for the elderly.
- Bol.com: an online department store with high customer satisfaction.
Working from the inside out
Inspiring companies always start with their Why and work outward. This approach builds trust and long-term loyalty.
Many organizations do the opposite: they start with What and try to work inward. Often, this fails — a missed opportunity.
Getting started with your own why
Do you already have a clear value proposition? We’re happy to help through our workshop “In Search of Core Principles and Values.”
Did you know we also offer a customer journey workshop? This lets you map out your entire customer path right away.
