The image above shows Sinek pointing to his "Golden Circle."
Most people start from the outside -- we know what our companies make, some have an idea how we do it, few have a clear idea why. That lack of a clear "why" causes dissonance with people -- it causes them to have a bad gut reaction; the what and how may look logical but they can't put their finger on the source of their doubt.
Sinek advocates flipping that around. Start with a clear, simple "why." Tie this in to Duarte's work in Resonance -- establish a simple core contrast of what is and what could be. Then you can work on the mechanics of how it's achieved and what the final deliverables will be.
Sinek connects this to the Law of Diffusion of Innovation. The innovators and early adopters are those comfortable with an idea of why, and are willing to play with new ideas and technology even if it hasn't been refined well enough for general adoption. The challenge is, once the technology is ready the mass market, is getting acceptance with the early majority. The "what" will be foreign to them, and they don't instinctively gravitate to understanding the "why" -- you have to give them a compelling "why" so they get an ah-ha moment and become comfortable with the new product.
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