Simon Sinek’s Golden Circle has revolutionised the way organisations understand and communicate their deeper purpose. Focusing on Why (the purpose), How (the process), and What (the output), his model encourages businesses to lead with intent. While incredibly impactful, the evolving demands of today’s world invite a deeper exploration into identity, vision, and customer alignment.
To address these modern-day dynamics, I’m introducing the AMHWAL Organisational Compass. This expanded version adds two additional layers: Who
and Where. These extra dimensions enable organisations to define their core identity and future direction with increased precision.
1. Who: Defining Organisational Identity and Customers
At the centre of the AMHWAL Organisational Compass is Who. Before any organisation can define its purpose, process, or product, it must first ask: Who are we, and who are our customers?
The Who of an organisation is defined by its values—the foundational principles that guide decision-making, influence behaviour, and shape its culture. But this circle is not just about introspection; it also encompasses Who our customers are. Understanding the values, needs, and aspirations of your customer base is key to building stronger, more meaningful relationships.
In today’s era of increased scrutiny on corporate ethics and transparency, knowing both who you are as an organisation and who your customers are is essential. Customers, employees, and stakeholders are drawn to businesses that clearly express their identity and demonstrate an authentic connection to their audience.
Ask yourself: Who are we as an organisation? What values drive us? And critically, who are our customers? What do they need and expect from us?
2. Why: Our Purpose
Following the Who is the next layer in the AMHWAL Organisational Compass, Why. This original starting point of Sinek’s framework refers to the organisation’s purpose—the deeper reason your company exists beyond generating revenue. Your Why is what inspires your actions and defines the impact you wish to make in the world.
The Why answers key questions: Why do we exist? What is the larger impact we aim to have on society? A well-defined Why
resonates both internally and externally, motivating employees and customers alike, transforming your organisation into a purpose-driven entity.
3. Where: Defining the Vision
While Why defines the purpose, Where
determines the destination. Where are we headed? What is the long-term vision for our organisation?
Your vision represents the future state you aspire to reach. It provides clarity for your team and stakeholders about the goals you are collectively working towards. A clearly communicated Where ensures alignment at all levels of the organisation, shaping strategies and guiding decision-making.
Ask yourself: Where do we want to be in the next five or ten years? What kind of impact will we have achieved, and how will our organisation have grown?
4. How: Our Approach
The How layer represents the methods and processes that transform the purpose and vision into action. How do we operate in alignment with our Who and Why? How do we deliver value to our customers?
The How focuses on the practical steps, operational strategies, and cultural norms that allow your organisation to achieve its goals. This layer ensures that your Who and Why are consistently translated into everyday practices, from leadership decisions down to the day-to-day actions of your team.
5. What: Delivering Value
Finally, we come to the outermost layer, What—the tangible result of all the preceding circles. The What defines the product or service your organisation delivers.
While the What is crucial, in the AMHWAL Organisational Compass, it is simply the outcome of the more foundational work done in defining your Who, Why, Where, and How. When you reach the What after addressing these inner layers, the result is a product or service that naturally aligns with your organisation’s identity, purpose, and vision, and one that delivers genuine value to your customers.
A Holistic Approach to Organisational Leadership
The AMHWAL Organisational Compass builds on Simon Sinek’s framework by adding essential layers of meaning, providing organisations with the tools to achieve a deeper understanding of themselves and their customers. By beginning with Who, encompassing both the organisation’s values and its customers, followed by Why, Where, How, and What, businesses can create a clearer path toward sustained success.
When an organisation understands Who it is, Who
its customers are, Why it exists, Where it is going, and How
it will get there, it achieves an unprecedented level of alignment and resonance. This alignment inspires trust, drives customer loyalty, and fosters long-term success in a world that values authenticity and purpose-driven leadership more than ever before.
Full-Day Workshop Offer
If your organisation is ready to put the AMHWAL Organisational Compass into practice, we offer a comprehensive full-day workshop designed to help you explore and implement each layer of the Compass. This workshop will guide your leadership team through the steps needed to define your Who, Why, Where, How, and What, creating a powerful foundation for strategic growth and success. Get in touch with us to learn more and schedule your tailored workshop experience. To get started, please send us an email at training@amhwal.com expressing your interest.