Finding Your Why
- Cora Sage
- Mar 16
- 3 min read
How The Golden Circle Transforms Your Brand Story
There's a moment in every brand's journey when something clicks—when you move from simply selling a product to sharing a story that resonates deeply. I've guided entrepreneurs through this transformation, and one framework consistently creates that magical shift: The Golden Circle.
Why This Simple Framework Changes Everything
Picture three concentric circles. At the center is WHY. The middle circle is HOW. The outer circle is WHAT.
Most brands start from the outside and work inward. They tell you WHAT they do, sometimes HOW they do it, but rarely WHY they exist beyond making a profit.
But here's what I've learned from working with passionate entrepreneurs: When you flip this approach and start with WHY, everything changes.
Let's Simplify This...
Imagine we're having coffee together, and I ask about your business. You might instinctively say:
"I create custom jewelry pieces using sustainable materials." (WHAT)
That's clear, but does it spark connection? Let's try starting with WHY:
"I believe every woman deserves to wear her story proudly. That's why I create custom jewelry using sustainable materials that celebrate life's meaningful moments."
Feel the difference? The second approach doesn't just tell me what you're selling—it invites me into your world and shows me what you value.
Your Golden Circle: A Step-by-Step Approach
Step 1: Discover Your WHY
Your WHY is your purpose, cause, or belief. It's the reason you get out of bed in the morning beyond making money.
Reflection prompts:
What sparked your business idea initially?
What problem deeply frustrates you that you're solving?
What change do you want to see in the world?
Complete this sentence: "I believe that..."
Your WHY should make your heart beat a little faster. It should feel meaningful and true.
Step 2: Define Your HOW
Your HOW represents your values and approach—the principles that guide how you bring your WHY to life.
Reflection prompts:
What makes your approach different?
What values guide your decisions?
What special skills or perspectives do you bring?
How do you ensure quality in everything you do?
Your HOW sets you apart from others who might share a similar WHY.
Step 3: Clarify Your WHAT
Your WHAT is the tangible result—your products, services, and offerings that bring your WHY and HOW into the world.
Reflection prompts:
What specifically do you offer?
How do these offerings connect back to your WHY?
Are there offerings that don't align with your WHY?
How can you describe your WHAT in a way that reflects your WHY?
The Magic Happens in the Alignment
When these three elements align perfectly, your brand message becomes crystal clear and powerfully magnetic.
Take Apple, for example:
WHY: Challenge the status quo; think differently
HOW: Beautiful design, user-friendly interfaces
WHAT: Computers, phones, and other devices
Notice they don't lead with "We make great computers." They lead with their belief in challenging the status quo and thinking differently.
Real Transformation: From Busy Entrepreneur to Clarity Guide
One of my clients, Gab, came to me feeling overwhelmed about her new coaching business. She knew WHAT she offered (productivity coaching for creative entrepreneurs) but struggled to stand out in a crowded market.
When we discovered her WHY—she believes creative work becomes more meaningful when it's created with intention rather than chaos—everything shifted. Her messaging became clear, her offerings more focused, and her ideal clients began to find her naturally.
Your Turn: Finding Your Golden Circle
Take a moment to jot down your initial thoughts:
WHY do you do what you do? (Purpose)
HOW do you do it uniquely? (Process)
WHAT do you offer specifically? (Products/Services)
Now, craft a simple statement starting with
"I believe..." (your WHY), followed by how you bring that belief to life (HOW), resulting in what you offer (WHAT).
One Simple Step at a Time
Remember, brand clarity doesn't happen overnight. The Golden Circle is a framework to return to regularly as your business evolves.
The most compelling brands aren't built on clever marketing tactics—they're built on authentic purpose communicated clearly and consistently.
I'd love to know: What's YOUR why? Share below or save this framework for your next brand strategy session.
✨ Cora
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