Sinek’s point: If Apple started like most companies (“We make great computers”), they wouldn’t be iconic. Instead, they start with belief — and attract people who share that belief.
Most likely, you are referring to model, which is a communication and leadership framework. Below is a complete, clear explanation of the model in English. The Golden Circle -English-
is the ultimate first stop. This world-famous loop takes you through some of the most breathtaking landscapes on earth: The "Golden Waterfall" that gives the route its name. Where you can see the earth literally breathe. Þingvellir National Park: Where you can walk between tectonic plates. Sinek’s point: If Apple started like most companies
Very few organizations know they do what they do. Note: Why is not about profit. Profit is a result, not a purpose. Below is a complete, clear explanation of the
Apple is the quintessential example of this theory in practice. If Apple were like most companies, their marketing might say, "We make great computers (What), they are beautifully designed and easy to use (How), want to buy one?" While logical, it isn't inspiring. Instead, Apple communicates from the "Why": "In everything we do, we believe in challenging the status quo (Why). We do this by making our products beautifully designed and simple to use (How). We just happen to make great computers (What)." By starting with their belief, Apple attracts consumers who share those same values, fostering intense brand loyalty.
Simon Sinek Core Idea: “People don’t buy WHAT you do, they buy WHY you do it.”
The outermost circle, "What," represents the products, services, or results that we offer to the world. It is the tangible output of our efforts, the physical manifestation of our "Why" and "How." The "What" is often the most visible aspect of an individual or organization, but it is also the most superficial.