It provides insight on how to turn an idea into a social movement. The Golden Circle is an idea, an alternative perspective, that explains why some people and organizations are more innovative, more influential, command greater loyalty and are able to repeat their success over and over.

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To better understand how the Golden Circle works inside an organization, we must adjust the 2-dimensional idea to fit our 3-dimensional world. The Cone shows us how a Why filters through an organization.

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Understanding the Celery Test is a remarkable way to test if the decisions you make are consistent with your Why. It also gives clues how to scale an idea beyond one person or organization.

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Stress goes up and passion goes down. The old timers in an organization say, “it’s not like it used to be.” Obsessing with what the competition is doing or how they might respond to your actions and decisions. These are all symptoms of the Split – the point at which what you do becomes disconnected from a clear sense of Why.

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