The Key to Unlocking Business Success



The ability to distil your entire business essence into 3-4 succinct sentences is critical for your business success.

Simon Sinek’s now world-famous TED talk called Start With Why: How Great Leaders Inspire Action (2009) went viral because he cracked the secret of why some businesses succeed and others don’t.

Sinek’s research was driven by finding answers to these questions: 

  • Why are some businesses more innovative, more influential, and more profitable than others? 
  • Why do some companies command greater loyalty from customers and employees alike? 
  • Even among the successful companies, why are so few companies able to repeat their success over and over?

The answer was this: 

Successful businesses have a clear purpose and powerful messaging that resonates with their ideal customers.


‘Resonance’ is the key word here.

Resonance means that your prospects connect with your message on a deep and personal level. It means that your words evoke strong emotions or thoughts within them. They feel a sense of understanding or agreement with what you’re saying.

And they feel compelled to take action because of this resonance.

Sinek explains how this concept works using his ‘Golden Circle’, which correlates directly to the anatomy of the human brain (see below).  


Your ‘Why’ Drives Decisions

When you look at a cross-section of the human brain, the inner circle of the human brain is the ‘limbic brain’; the part that regulates emotion and memory. Our limbic brain is responsible for the decisions we make. It drives our behaviour. It has no capacity for language; it’s instinctual.

Your brand messaging needs to speak to this part of the brain if you want your prospects to take action.

The outer layer of the brain – the neocortex – is the newest evolutionary layer that corresponds with our rational, analytical thought and language. This is the ‘how’ and ‘what’ level of thinking.

In the majority of cases, nobody cares what you do or how you do it, until they understand ‘why’ you do it.

“When you communicate from the outside in, talking about features and benefits of your products or services, you don’t drive behaviour. But when you talk from the inside out, you’re talking directly to the part of the brain that controls decisions and behaviour. It’s where gut decisions come from.” 
– Simon Sinek


It’s your job as a business owner to clearly define and articulate your brand why, vision and mission statements so that you can magnetise clients who need to work with you.


You can read more about why, vision and mission statements here.


Do you need help with your Brand Clarity?


Have you been stuck and spinning your wheels for months, trying to find the right words to articulate what you do?

Have you been unable to write your website copy or social media content because you’re confused about what to say?

Do you find it hard to tell people what you do at networking events in a way that’s clear and memorable?


If that’s you, help has arrived!


I have a unique ability to help you find the words and language that resonates with your ideal customers and compels them to take action.


Want to chat?

Book a complimentary discovery call so we can have a chat about your business. I’d love to learn more about what you need and whether I’m the right person to help you.

I look forward to speaking with you!


Find Out Why I’m So Passionate About Helping You Thrive as a Business Owner


Call Now Button