Golden Circle Template
Start with why. The Golden Circle helps you clarify the purpose behind your organization, product or idea, and how it shapes what you do and how you do it.
Free to start · Swiss-made · GDPR compliant
Working from why to what with the Golden Circle
The Collaboard template shows three nested circles, with Why in the center, How around it and What on the outside. Above them are three prompt boxes with guiding questions, each with its own deck of notes: purple for Why, blue-grey for How and pink for What. On the left, a field for the problem you want to solve and three steps with suggested times guide the session.
Describe the problem
Write the problem or question you want to work on in the field on the left, so everyone starts from the same point.
Fill in the why
Set a timer for about three minutes. Everyone writes on purple notes what the vision, goal or conviction is.
Explain and discuss
Each person explains their notes in the center circle. Allow about eight minutes, then agree on a shared why.
Continue with the how
Repeat the round for the middle circle: which strategy and actions realize the why?
Finish with the what
Repeat it for the outer circle: which tasks, products or services follow from it?
Check from the inside out
Read the circles from the center outward. Does every what clearly serve the why? If not, rethink it.
What is the Golden Circle?
The Golden Circle is a model by Simon Sinek with three circles: Why, How and What. It suggests that organizations and teams should communicate from the inside out, starting with their purpose instead of their products. Teams use it to clarify a vision, sharpen a message or agree on a shared direction.
The three circles of the template
The examples follow one illustrative scenario: a team clarifying the purpose of its internal IT support.
- Why? (center) The vision, goal or conviction behind what you do. Example: everyone should be able to focus on their work instead of fighting their tools.
- How? (middle ring) The strategy and actions that realize the why. Example: a fast first response and self-service guides for common problems.
- What? (outer ring) The concrete tasks, products or services. Example: a help desk, a knowledge base and onboarding for new tools.
If you want to turn the why into a full strategy, the Strategy Diamond adds markets, differentiation and economic logic.
What the Golden Circle is used for
- Vision and mission workshops Put a team's purpose into words.
- Marketing and positioning Build messages that start with why instead of features.
- Team kickoffs Give a new team or project a shared sense of direction.
- Personal orientation Clarify what drives you before a career decision.
Finding a why that isn't about profit
- Don't confuse why with profit Making money is a result, not a why. Ask what would be missing if you didn't exist.
- Keep the why short If the why needs a paragraph, it isn't clear yet. Aim for one sentence.
- Stick to the timers Three minutes of writing and eight of discussion per circle keep the session focused.
- Build inside out, check outside in Work from Why to What, then check whether each What really leads back to the Why.
Why Collaboard
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Made in Switzerland, with real support
Collaboard is developed in Switzerland. When you need help, you talk to people who know the product.
Frequently asked questions
Is the Golden Circle template free?
Yes, the Golden Circle template is free to use with a Collaboard account. The free plan includes up to 3 boards and five people per session.
What is the Golden Circle?
The Golden Circle is a model by Simon Sinek with three circles: Why, How and What. It suggests that organizations should communicate from the inside out, starting with their purpose.
Who developed the Golden Circle?
The Golden Circle was developed by Simon Sinek, who introduced it in his book Start With Why and in his widely viewed TED talk.
What is the difference between Why and What in the Golden Circle?
In the Golden Circle, the What describes your products or services, and the Why describes the purpose or belief behind them.
Can I use the Golden Circle for personal goals?
Yes, the Golden Circle also works for personal career or life planning, to clarify what drives you.
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