Well, as a result, the way we think, the way we act, the way we communicate is from the outside in. It’s obvious. We go from the clearest thing to the fuzziest thing.

But the inspired leaders and the inspired organizations — regardless of their size, regardless of their industry — all think, act and communicate from the inside out.

People don’t buy what you do, they buy why you do it.

The golden circle

✓ Communicate by saying: why => how => what

✗ Don’t communicate with: what => how => why

( Source: http://video.ted.com/ )