In business, clarity is everything. When we know why we exist, how we operate, what we offer, and who we serve, growth becomes not only possible, but natural.”

Simon Sinek’s concept of the Golden Circle is one of the most powerful frameworks a business owner or marketer can embrace. It’s built on a simple hierarchy: Why, How, and What. And for today’s conversation, I’m adding a fourth piece that matters just as much: Who.

Most businesses know what they do. Fewer can clearly articulate how they do it. And very few have a well-defined, inspiring why that drives everything else. Without clarity on all of these, teams drift, customers feel uncertain, and marketing efforts fall flat. But when all four are clear, it changes everything.