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    Course · Brand Foundations trackFramework

    Golden Circle

    Sinek’s Why → How → What model: lead with purpose, prove with process.

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    Purpose · Golden Circle
    Why → How → What. Start with why, work outward.
    Audience Bullseye
    Inner, middle, outer circles — who we serve first, next, last.
    Brainstorm
    Grid of sticky notes to fill in.
    2×2 Matrix
    Plot ideas on two axes (Impact vs Effort).
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    Brand Purpose
    The reason the brand exists beyond profit — the change it wants to see.
    Vision & Direction
    The 5–10 year aspirational state the brand is building toward, plus the strategic direction that gets there.
    Mission
    What the company does day to day to move toward the vision.
    Values
    The guiding principles that shape behavior and hiring — non-negotiables, not slogans.