Simon Sinek, a British-American author, motivational speaker, and organizational consultant, has revolutionized how we think about branding and leadership. His influential ideas, particularly those outlined in his seminal work “Start With Why: How Great Leaders Inspire Everyone to Take Action,” have reshaped the landscape of organizational behavior and branding strategies. Central to Sinek’s philosophy is the importance of understanding and communicating a company’s “why”—its purpose, cause, or belief. At our Agency we work accordingly.

The Golden Circle: Start with Why

At the heart the framework we work in, is the Golden Circle, a simple yet profound model that redefines how organizations should approach communication and branding. The Golden Circle consists of three layers:

  1. Why (Purpose) – The core belief or mission of the organization.
  2. How (Process) – The actions taken to realize the “why.”
  3. What (Product) – The tangible products or services offered.

According to Sinek most organizations operate from the outside in, starting with “what” they do, then moving to “how” they do it, and often neglecting “why” they do it.

Branding the Why: Go for Action with Purpose

By focusing on the “why,” we can create a narrative that resonates with people that work in the company and it’s customers. The narrative is not just about what the company does, but why it exists, which in turn inspires action and fosters a deeper connection.


Empathy is a cornerstone of effective company development. If you understand and care about the needs and aspirations of the team members then you can create a supportive environment that encourages innovation and commitment.

Long-Term Thinking

Finite games have fixed rules and clear endpoints. With infinite games the rules evolve and there is no definitive end. In our approach we focus on long-term sustainability rather than short-term gains.

This perspective encourages to prioritize enduring values and continuous improvement over quick wins. Go for the infinite mindset, then you can navigate challenges and adapt to changing environments more effectively. This long-term orientation is crucial for building a brand that remains relevant and resilient in a constantly evolving market.

Branding the Why

By branding the “why,” by prioritizing empathy, and adopting an infinite mindset, we build brands that inspire action, foster unity, and achieve long-term success.