Start with Why

Simon Sinek talks about how our brain works when we make decisions. He explains that the limbic system is the part of the brain that controls our feelings and decisions based on emotions, like trust and loyalty. This part of the brain doesn't use words—it just feels. That's where the “Why” in the Golden Circle connects, because it speaks to our emotions and purpose.

Another part of the brain, the neocortex, is where logical thinking, facts, and language come from. This part handles the “What”, like the details of what we do or the information we share. Sinek says people are inspired more by the emotional connection of the “Why” than by facts and details from the “What”. That's why starting with a strong purpose is so powerful—it speaks to people's hearts, not just their heads.