There are three layers to the Golden Circle: the WHY, the WHAT, and the HOW. Companies that manipulate their customers think from the outside of the circle first. They spend all of their time worrying about the HOW and the WHAT and almost always forget about the WHY.
Inspirational leaders, on the other hand, start at the inside of the circle and work their way out. They start with the WHY, which enables them to more easily determine WHAT sort of products or services they will offer and HOW they will run their company.