Golden Circle

The Golden Circle thinking model was developed by Simon Sinek in 2006 and is based on the principle of the golden ratio, which is used in science and art, among other things, and refers to a mathematical relationship.

With the Golden Circle, Sinek provides a simple and very popular explanatory model for the success and failure of certain companies and brands. His basic thesis: people choose companies that demonstrate and communicate a strong self-motivation - a strong why - for their actions. He often cites Apple as an example. His model is often referred to as the WHY, HOW, WHAT model, which refers to its three core elements and emphasizes its simplicity.

This simplification and lack of empirical evidence has often been criticized by critics of Sinek's model. Sinek himself calls the Golden Circle an aid and inspiration and uses examples to show that WHY messages can differentiate and convince customers.