name: golden-circle-purpose description: Provides purpose-driven branding frameworks, WHY discovery processes, and templates for articulating brand purpose, mission, and vision. Auto-activates during purpose definition, Golden Circle methodology, mission/vision crafting, and WHY discovery. Use when discussing purpose, mission, vision, Simon Sinek, Golden Circle, WHY statement, hedgehog concept, purpose-driven branding, brand purpose, or purpose washing.

Golden Circle Purpose Framework

Quick reference for purpose-driven brand building using Simon Sinek's Golden Circle methodology and complementary frameworks from Jim Collins, David Aaker, and Marty Neumeier.

"People don't buy what you do, they buy WHY you do it." — Simon Sinek

The Golden Circle

            ┌───────────────┐
            │     WHY       │ ← Purpose, cause, belief (LIMBIC BRAIN)
            │ ┌───────────┐ │
            │ │    HOW    │ │ ← Values, process, differentiators (LIMBIC BRAIN)
            │ │ ┌───────┐ │ │
            │ │ │ WHAT  │ │ │ ← Products, services, features (NEOCORTEX)
            │ │ └───────┘ │ │
            │ └───────────┘ │
            └───────────────┘

Circle	Definition	Brain Region
WHY	Purpose, cause, belief — why you exist	Limbic (emotions, decisions)
HOW	Unique approach, values, differentiators	Limbic (emotions, decisions)
WHAT	Products, services, tangible proof	Neocortex (rational thought)

The Core Insight: Leading with WHY speaks directly to the decision-making part of the brain.

WHY Statement Format

Structure: "To _____ so that _____"

First blank = Your contribution (the action you take)
Second blank = Your impact (the difference you make)

Examples:

Simon Sinek: "To inspire people to do the things that inspire them so that, together, we can change our world"
Airbnb: "To connect millions of people in real life all over the world so that you can Belong Anywhere"

Key Principle: You have only ONE WHY that never changes. Purpose is discovered, not invented.

WHY Discovery Process Quick Reference

From Simon Sinek, David Mead, Peter Docker ("Find Your Why")

Step 1: Preparation

Find a partner (not spouse/family) to listen and take notes
Set aside 3+ hours uninterrupted
Partner's role: ask questions, identify themes, see patterns

Step 2: Share Stories (Peaks and Valleys)

Plot life's significant moments on a horizontal line
Share 10-12 specific stories
Include childhood, career, relationships

Memory Prompts:

Who has helped make you the person you are today?
When did you say "I would have done that for free"?
What was your worst day and why did it affect you?
What is your earliest specific happy childhood memory?

Step 3: Deep Questions

Ask "what" questions (not "why" — it feels accusatory)
"What did that mean to you?"
"What were you feeling at that moment?"
Don't fill silences — wait

Step 4: Identify Themes

Look for ideas appearing in 2+ stories
Find "golden threads" connecting disparate experiences
1-2 themes will "shine brighter"

Step 5: Draft WHY Statement

Use "To _____ so that _____" format
One sentence, jargon-free

The Friends Exercise (Quick Alternative)

From Simon Sinek — faster method when full WHY discovery isn't possible

List 3-5 closest friends who will be there unconditionally
Ask one: "Why are we friends?"
Push past cliches ("you're always there") — ask "What do you really mean?"
Keep asking until they use feeling language: "I feel..." "You make me feel..."
The indicator: When they hit the right words, you'll feel it (goosebumps or tears)
Repeat with other friends, look for commonalities

Jim Collins' Hedgehog Concept

From "Good to Great" — find the intersection of three circles

         ┌─────────────────────────────────┐
         │     DEEPLY PASSIONATE ABOUT     │
         │                                 │
         └────────────┬────────────────────┘
                      │
                      ▼
              ┌───────────────┐
              │   SWEET SPOT  │ ← The intersection
              └───────────────┘
                      ▲
         ┌───────────┴───────────────┐
         │                           │
┌────────▼────────┐       ┌─────────▼────────┐
│  BEST IN WORLD  │       │  ECONOMIC ENGINE │
│       AT        │       │                  │
└─────────────────┘       └──────────────────┘

Circle	Question	Insight
Passion	What are you deeply passionate about?	Not what you WANT to be passionate about
Excellence	What can you be the best in the world at?	Potential for genuine excellence
Economic Engine	What drives your economics?	Single denominator with greatest impact

Critical: All three circles required. Two out of three = unstable strategy.

Focus Lab Purpose Testing Framework

Element	Question	What It Tests
Insight	What meaningful problem do you exist to change?	The tension you address
Impact	What positive outcome do you create, and for whom?	The change you make
Fit	What distinctive capability makes your purpose credible?	Why YOU can deliver
Proofs	List 3-5 concrete actions demonstrating commitment	Evidence it's real

Stress-Test Questions:

Could a rival say this? If yes → sharpen the fit
Can we prove it next quarter? If not → reduce claims or add proofs
Does it apply to customer service? Products? Employee benefits? Strategy?

Purpose Statement Do's and Don'ts

Do

Use "To _____ so that _____" format
Keep it under 15 words
Make it timeless — avoid time-sensitive references
Test: Can a 15-year-old explain it back?
Ensure it guides trade-offs
Ground it in authentic experience

Don't

Mention customers/stakeholders specifically
Mention profits or revenue
Reference products or features
Use corporate buzzwords ("leverage," "synergize," "best-in-class")
Make it so broad a competitor could say it
Over-claim problems you can't solve

Purpose vs Mission vs Vision

Element	Definition	Tense	Example
Purpose	WHY you exist beyond profit	Timeless	"To inspire action"
Mission	WHAT you do to fulfill purpose	Present	"We create tools that empower..."
Vision	The FUTURE you're building	Future	"A world where everyone can..."

Anti-Patterns Checklist

Anti-Pattern	What It Looks Like	The Fix
Starting with WHAT	Describing products, then how, never why	Lead with belief, support with proof
Confusing WHY with Profit	"To maximize shareholder value"	Money is a result, not a purpose
Inventing vs Discovering	Agency-crafted tagline without authentic connection	WHY Discovery with real stories
Generic Purpose	"Making the world a better place"	Use Insight + Impact + Fit + Proofs
Purpose Washing	Promoting cause without living it	Internal alignment before external promotion
Losing the Customer	So caught up in beliefs you forget who you serve	Connect purpose to customer value

Generic Purpose Red Flags

These could apply to anyone and therefore inspire no one:

"To be the best..."
"To provide excellent..."
"To maximize value..."
"To help people..." (too vague)
"Making the world a better place"
"Delivering value to our stakeholders"
"Excellence in everything we do"

Key Statistics

Limbic brain controls emotions, behavior, and decision-making (no language capacity)
Neocortex controls rational thought and language
30% of employees have confidence their company follows through on branding commitments
17% more productive — engaged employees vs non-engaged
20% higher sales — purpose-aligned teams
41% less absenteeism — employees who believe in the purpose

Key Principles

Purpose is Discovery, Not Invention

Your WHY comes from life experiences. You have only one WHY that never changes. The work is excavation, not creation.

Inside-Out Communication

Inspiring organizations communicate from WHY to HOW to WHAT, not the reverse.

Purpose Without Action is Purpose Washing

If it doesn't guide trade-offs and decisions, it's not real purpose.

All Three Circles (Collins)

Passion + Excellence + Economic Engine. You need the intersection of all three.

Consistency Creates Trust

Your WHY, HOW, and WHAT must align across all touchpoints.

Expert Quotes

"People don't buy what you do, they buy WHY you do it." — Simon Sinek

"A brand is not what YOU say it is, it's what THEY say it is." — Marty Neumeier

"It's not what you sell, it's what you stand for." — Roy Spence

"The hedgehog knows one big thing." — Jim Collins (via Archilochus)

Templates

See reference/templates.md for:

Purpose Discovery Worksheet
WHY Statement Drafting Template
Hedgehog Assessment Template
Focus Lab Validation Template
Purpose/Mission/Vision Documentation Template
Purpose Stress Test Template
Internal Culture Alignment Checklist

When to Apply This Knowledge

During WHY Discovery

Use Peaks and Valleys method or Friends Exercise
Look for themes across multiple stories
Draft using "To _____ so that _____" format

During Purpose Validation

Apply Focus Lab framework (Insight/Impact/Fit/Proofs)
Check against Hedgehog three circles
Run anti-pattern check

During Final Documentation

Include full Golden Circle analysis
Provide stress test results
Document alternative formulations

During Internal Rollout

Use culture alignment checklist
Develop purpose-driven hiring criteria
Create branded onboarding materials

Deep Methodology

For comprehensive purpose discovery sessions, the brand-purpose-architect agent contains 700+ lines of expert methodology including the full WHY Discovery Process, detailed output formats, and complete professional process.

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