Core Values, Principles and the Materialisation of “What”

Core Values, Principles and the Materialisation of "What?"

By putting effort into our "Why" and "How", the effect will naturally follow through into "What" we do.

- ​​​Excerpt-

Over the past two weeks, we have shared articles centred around the “Golden Circle” as cited by Simon Sinek. In case you missed it, we published; Why core beliefs are important for any business and The core values and realisation of “how”

The Golden Circle business theory starts with "Why" we do what we do. Equally important, perhaps even more so, is "What" we do. Having discovered our motivation, and having laid out core principles, we finally turn what we do from a meaningless task into something that enriches ourselves and those who choose to do business with us.  

According to Sinek, the "Why" and the "How" exist in the limbic brain. These are the parts of the brain primarily involved in emotions. The "What" exists in the neocortex which is responsible for conscious and rational thought. The "Why" and the "How", through constant reinforcement and conscious practice become like tying a shoelace. They become part of our subconscious and as such, are ultimately exhibited in the "What" - the goods and products we provide, as well as the actions taken to implement our core values and principles.

How does this concept translate into success?

Firstly, success needs to be defined. In our world of business, characterised by profit-focused initiatives, success boils down to simply making money. However, human beings are far more complex than that. The old cliché that money doesn't buy happiness is inarguably true although it provides more comfort to those few who have it. And since we spend a vast amount of our personal time at work, it stands to reason that we should find reasons for happiness and fulfilment in the workplace and the work that we do.

In short, success needs to address the systemic need for money as well as the human need for emotional gratification. Understanding Sinek's Golden Circle of "Why?, "How?", and "What?" also means that seeking emotional gratification is not simply left to the individual. It is important for the individual to feel comfortable and to contribute to the company culture, and vice versa. By putting effort into our "Why" and "How", the effect will naturally follow through into "What" we do. By integrating into a business, and consciously adding to these values, the results will be significant, as the business is already, and constantly adding to your potential for emotional satisfaction. If one could quantify human emotions and gratification, in this case, the whole would certainly be greater in a collective manner.

Omni HR Consulting exists as a notable example of these ideals in that its vision ("Why"), its core principles ("How"), and the services it sells ("What") all interact with each other in positive ways that enrich the lives of those in its value-chain, such as, employees, clients and learners. The organisational vision statement: “Creating Standards Others are Drawn to”  is realised by enacting the core principles which in turn generates a service that is peerless in its quality, created by those with a stated purpose and a passion for it.


Greg Beyer
Researcher at Omni Academy for Education, Training and Development


Sinek, S. 2009. "Start with Why?". Portfolio.

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