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Golden Circle

The Golden Circle was developed by Simon Sinek in 2006 and is based on the principle of the golden ratio, which is used in various disciplines such as science and art and is based on a mathematical relationship.

Sinek describes the effect of the Golden Circle as an illustration of why people do what they do. He sees this motivation as the decisive difference that determines the success or failure of companies and brands. A brand's answer to the question of why is crucial here. The model is often presented as a why, how, what model, which refers to its three core elements and emphasizes its simplicity.


Frank Wache
Partner, Brand Strategist

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