Start with Who Instead of starting with Why, try starting with Who Who is the sibling of Why. They are interconnected and depend on one another. You may argue that one is not more important than the other, But I would argue that you can have a business without a Why. You can’t have a business without a Who. Inspired by Simon Sinek’s golden circle model, there’s a new circle - I call this the diamond encrusted circle. By getting crystal clear on WHO we are solving a problem for, it becomes easy to ladder up and find our Why. Do you believe in Starting with Who? Let me know in the comments below.