Glossary/Strategy & Frameworks/Golden Circle (Start With Why)
Strategy & Frameworks
Golden Circle (Start With Why)
Simon Sinek's 2009 model arguing inspiring brands communicate from the inside out: Why they exist, then How, then What they do.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
The Golden Circle is Simon Sinek's model, popularized in his 2009 TED talk and book Start With Why, arguing that inspiring organizations communicate from the inside out. They begin with Why they exist, then How they operate, then What they sell. It is widely used to shape brand purpose, positioning and leadership messaging.