Start with Why
“Start with Why” aligns closely with the strategic framework of Vision, Mission, and Values (VMV). Here’s how they relate:
1. WHY → Vision (Purpose & Aspiration)
• Vision is the long-term aspiration, the ultimate “Why” behind the company’s existence.
• It answers: What is the impact we want to make on the world? What future are we working toward?
• Example (Tesla): “To accelerate the world’s transition to sustainable energy.”
• Relation to Golden Circle: The vision represents the deepest belief that drives everything the company does.
2. HOW → Mission (Strategy & Execution)
• Mission defines the “How”—the strategies and actions a company takes to fulfill its vision.
• It answers: How do we achieve our vision? What are our key activities and approaches?
• Example (Tesla): “We design, manufacture, and sell electric vehicles and renewable energy products to make sustainable energy more accessible.”
• Relation to Golden Circle: The mission is the structured plan to deliver on the vision.
3. WHAT → Values (Culture & Principles)
• Values define the “What”—the principles and behaviors that shape company culture and decision-making.
• They answer: What do we stand for? What principles guide our work?
• Example (Tesla’s values): Innovation, Environmental Responsibility, Bold Risk-Taking, Customer-Centricity.
• Relation to Golden Circle: The values dictate how the company operates and interacts with employees, customers, and stakeholders.
Golden Circle (Why → How → What) vs. VMV (Vision → Mission → Values)
| Golden Circle | VMV Framework | Purpose |
|---|---|---|
| WHY | Vision | The ultimate belief and purpose of the company |
| HOW | Mission | The strategy and processes to achieve the vision |
| WHAT | Values | The tangible output and principles guiding actions |
How This Affects Corporate Strategy
• Companies that start with “Why” (Vision) attract employees, customers, and investors who share their beliefs.
• A strong Mission (How) ensures that the company’s strategy aligns with its purpose.
• Clear Values (What) create a strong company culture that drives execution.
Conclusion
Starting with “Why” strengthens the Vision, Mission, and Values framework by ensuring that every action aligns with a deeper purpose. Organizations that lead with purpose don’t just build businesses; they inspire movements.