Start with Why

Sinek says that people are inspired by a sense of purpose (or "Why"), and that this should come first when communicating, before "How" and "What". Sinek calls this triad the golden circle, a diagram of a bullseye (or concentric circles or onion diagram) with "Why" in the innermost circle (representing people's motives or purposes), surrounded by a ring labeled "How" (representing people's processes or methods), enclosed in a ring labeled "What" (representing results or outcomes). He goes on to speculate about the biological factors behind this structure, such as the limbic system.