The “WHAT” – Completion of the “Golden Circle”


In my last post I touched on my “HOW” and what that means to me, in this blog I will share with you the last step of the ‘Golden Circle’ (mentioned in both my previous posts) which is the “WHAT”. According to Simon Sinek (author of Start with “WHY”) the “WHAT” is the end product or service of what you do, your “WHAT” needs to realise your “HOW” and it also needs to be consistent with both your “WHY” and you’re “HOW” to allow the ‘Golden Circle’ to work.

I will briefly share with you my “WHAT’s” which I believe are consistent with both my “WHY” and “HOW”:-

  • Providing professional accounting and tax advice,
  • Setting up the correct legal structure for clients to maximise their wealth,
  • Providing business advisory assistance with structures, goals, business planning, succession and retirement planning, budgets, business sales and acquisitions, business valuations and any other area they may need help in,
  • Providing technologic advice and tools to help make clients lives easier,
  • Connecting clients to the right people to help them succeed in whatever they desire,
  • Being loyal, honest, encouraging and friendly to my wife, family and friends


Business and the “WHAT”

In 100% of businesses we know “WHAT” we do, we all know the product/service that we sell every day but is the message clear enough to the customers, employees, investors etc… that we have a product/service to fall in love with.

Continuing on with using Apple as our example throughout the ‘Golden Circle’, their “WHAT” is “We make great computers” but if this was Apple’s only message they would not have succeed like they have according to Simon Sinek. People all around the world have not fallen in love with Apple because they make great computers. Certainly this is part of the equation because if they made terrible computers it would not be consistent with their “WHY” and “HOW” but the consumers have fallen in love with Apple because they believe what they believe (refer to “WHY” post for more details).

People no longer believe

The areas that make people fall out of love with our product/service tends to be when their “WHAT” loses touch with their “WHY” and “HOW”. This tends to happen when companies/businesses concentrate more on their “WHAT” and “HOW” rather than on their “WHY”. Simon shares a great example of Microsoft and he identifies that one of the main reason companies loss their “WHY” is when the great leaders of the companies leave.

Microsoft has gradually lost touch with their “WHY” (Help people be more productive so they can achieve their greatest potential) since Bill Gates stepped down as CEO in 2000 and Chairman in 2014. Simon believes this is because the company is no longer concentrated on their entire ‘Golden Circle’ but concentrated on their “WHAT” (a software company) which is driven by the leaders of the company. Simon also believes if Microsoft does not re-kindle their “WHY” soon they could become a distance memory just like American Online (AOL).
AOL used to inspire us by changing the way we do business as an internet and email provider but now they are a distant memory. They have completely lost their “WHY” and the only thing keeping them going is the sheer size of the company.

Succession Plans are crucial

Simon believes one of the biggest factors with organisations like Microsoft & American Online is that as great as the leaders are at running the companies (like Bill Gates), if they do not have a succession plan/successor in place their legacy may not live on.

It is very important if you are in business to consider your succession and business plans consistently so that you can pass on everything you know to those who you want to take over the business.


I appreciate any feedback in relation to my “WHY”, “HOW” and “WHAT” (Golden Circle) posts and hopefully you can believe what I believe. The biggest thing for me is to make sure all my actions are consistent with my “WHY” so that everyone can believe what I believe.

In my next post I will dive into the ‘Golden Circle’ and how Simon Sinek states that these subject I have shared are not just principles he has come up with it is to do with “biologics”.


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