Consider the <CustomHighlight>Why</CustomHighlight> as the inspiration, the motivation, the reason why a company exist.

The Golden Circle:

• What a company is doing, their product and service offering.
• How a company is doing this, maybe in a special way that attracts customers.
• Why a company is doing this, the reason why the company exists.

Handle with care: Business is not war. A company isn’t the army. Some things claimed as “science” here are just plain wrong. The author has created a business around drawing three centered circles...