Simon Sinek: How Great Leaders Inspire Action? Golden Circle

People don't buy what you do. They buy why you do it. So Simon Sinek coined a phrase "Golden Circle" which has three tiers, from core to exterior - why, how, and what. Unfortunately, average leaders think from what, how, to why.

For example, Apple Company will say...

1. Why: Everything we do, we believe in challenging the status quo. We believe in thinking differently.
2. How: The way we challenge the status quo is by making our products beautifully designed, simple to use, and user-friendly
3. What: We just happen to make great computers.
4. Want to buy one?