Its model structure is very simple: three concentric circles, from the inside out, are why? how? and what?
Why represents the values, beliefs, and goals within us,
How represents the methods and techniques in our minds—how to do it
What represents visible phenomena and results—what to do
Most people think, act, and communicate by starting with what, then moving to how, and finally why.
Exceptional people, by contrast, like to start with why, working from the inside out, from essence to appearance.
For example, most products are promoted by saying that our product is great, uses such-and-such technology, and achieves such-and-such standards. This is actually unlikely to impress consumers. Other products take a different approach.
For example, Steve Jobs might say, “We have always believed that everything we do is extraordinary—we were born to be different. That’s why we put so much effort into product design, industrial manufacturing, and user experience: to give our users an exceptional experience. All our products follow this principle. Would you like to buy one?” When you feel that you, too, believe in being born different, your desire to buy has already been stirred. He is winning us over by appealing to why. That’s a very sophisticated approach.
First set a goal, then plan how to achieve it, and then execute what needs to be done. This is the simplest and most convenient pipeline for reaching a goal. Along the way, you can choose specific tasks based on your actual abilities, or challenge yourself to do what you want. Either way, it’s a very good solution~
Whenever tasks are assigned, most people know what the project is, what process to follow, and what they should do. But some people quickly grasp the knack of it and know how to get things done well and easily. An even smaller group always makes a point of first understanding the bigger picture when they receive an assignment. They know what role they play, which cog in the machine they are, and can therefore better judge how much to do.
For example, your leader assigns you to work with someone from another department to advance their project. The leader's intent might be for you to learn from them. An ordinary person would observe what they do, then organize that information, study diligently and ask questions. A step higher would be to learn how they get things done and analyze their methodology. But a Golden Circle person would first think about why the boss sent me instead of someone else. Through communication, you figure out the purpose of the trip: you are there as the leader's eyes, assessing whether they are trustworthy. Learning is just a cover—being a good set of eyes matters more~
The huge differences between people often lie right here: most people listen to what is said, skilled people listen to what the speaker wants to say, while the very best respond directly to the other person's fundamental needs, effortlessly winning their goodwill. This is the Golden Circle—the part that's as valuable as gold.