The brand strategy toolkit: The Golden Circle

Nick Liddell

Simon Sinek is an influential brand thinker, who is most famous for his 2009 book, ‘Start with WHY’.

Simon Sinek remembers the last quarter of 2005 as the time he hit rock bottom. His strategy consulting business was in its fourth year. The novelty of being an entrepreneur had worn off and in its place was a nagging realisation that his working life had become intellectually, financially and emotionally unfulfilling. He was demoralised. Disillusioned. Depressed.

And then inspiration struck.

He realised that his issue was not that he didn’t understand well enough what he was doing, or how to do it. His problem was that he needed to rediscover WHY. He became obsessed with the question of WHY:...

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