One of Sinek's most influential ideas is the Golden Circle, a framework that helps businesses understand and articulate their purpose. The Golden Circle consists of three layers:
1. Why - The core belief or purpose of the organization. 2. How - The processes or values that set the organization apart. 3. What - The products or services offered by the organization.
According to Sinek, most companies operate from the outside in (starting with What), but the most successful ones start from the inside out (starting with Why).