Provides purpose-driven branding frameworks, WHY discovery processes, and templates for articulating brand purpose, mission, and vision. Auto-activates during purpose definition, Golden Circle methodology, mission/vision crafting, and WHY discovery. Use when discussing purpose, mission, vision, Simon Sinek, Golden Circle, WHY statement, hedgehog concept, purpose-driven branding, brand purpose, or purpose washing.
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reference/templates.mdQuick reference for purpose-driven brand building using Simon Sinek's Golden Circle methodology and complementary frameworks from Jim Collins, David Aaker, and Marty Neumeier.
"People don't buy what you do, they buy WHY you do it." — Simon Sinek
┌───────────────┐
│ WHY │ ← Purpose, cause, belief (LIMBIC BRAIN)
│ ┌───────────┐ │
│ │ HOW │ │ ← Values, process, differentiators (LIMBIC BRAIN)
│ │ ┌───────┐ │ │
│ │ │ WHAT │ │ │ ← Products, services, features (NEOCORTEX)
│ │ └───────┘ │ │
│ └───────────┘ │
└───────────────┘
| Circle | Definition | Brain Region |
|---|---|---|
| WHY | Purpose, cause, belief — why you exist | Limbic (emotions, decisions) |
| HOW | Unique approach, values, differentiators | Limbic (emotions, decisions) |
| WHAT | Products, services, tangible proof | Neocortex (rational thought) |
The Core Insight: Leading with WHY speaks directly to the decision-making part of the brain.
Structure: "To _____ so that _____"
Examples:
Key Principle: You have only ONE WHY that never changes. Purpose is discovered, not invented.
From Simon Sinek, David Mead, Peter Docker ("Find Your Why")
Memory Prompts:
From Simon Sinek — faster method when full WHY discovery isn't possible
From "Good to Great" — find the intersection of three circles
┌─────────────────────────────────┐
│ DEEPLY PASSIONATE ABOUT │
│ │
└────────────┬────────────────────┘
│
▼
┌───────────────┐
│ SWEET SPOT │ ← The intersection
└───────────────┘
▲
┌───────────┴───────────────┐
│ │
┌────────▼────────┐ ┌─────────▼────────┐
│ BEST IN WORLD │ │ ECONOMIC ENGINE │
│ AT │ │ │
└─────────────────┘ └──────────────────┘
| Circle | Question | Insight |
|---|---|---|
| Passion | What are you deeply passionate about? | Not what you WANT to be passionate about |
| Excellence | What can you be the best in the world at? | Potential for genuine excellence |
| Economic Engine | What drives your economics? | Single denominator with greatest impact |
Critical: All three circles required. Two out of three = unstable strategy.
| Element | Question | What It Tests |
|---|---|---|
| Insight | What meaningful problem do you exist to change? | The tension you address |
| Impact | What positive outcome do you create, and for whom? | The change you make |
| Fit | What distinctive capability makes your purpose credible? | Why YOU can deliver |
| Proofs | List 3-5 concrete actions demonstrating commitment | Evidence it's real |
Stress-Test Questions:
| Element | Definition | Tense | Example |
|---|---|---|---|
| Purpose | WHY you exist beyond profit | Timeless | "To inspire action" |
| Mission | WHAT you do to fulfill purpose | Present | "We create tools that empower..." |
| Vision | The FUTURE you're building | Future | "A world where everyone can..." |
| Anti-Pattern | What It Looks Like | The Fix |
|---|---|---|
| Starting with WHAT | Describing products, then how, never why | Lead with belief, support with proof |
| Confusing WHY with Profit | "To maximize shareholder value" | Money is a result, not a purpose |
| Inventing vs Discovering | Agency-crafted tagline without authentic connection | WHY Discovery with real stories |
| Generic Purpose | "Making the world a better place" | Use Insight + Impact + Fit + Proofs |
| Purpose Washing | Promoting cause without living it | Internal alignment before external promotion |
| Losing the Customer | So caught up in beliefs you forget who you serve | Connect purpose to customer value |
These could apply to anyone and therefore inspire no one:
Your WHY comes from life experiences. You have only one WHY that never changes. The work is excavation, not creation.
Inspiring organizations communicate from WHY to HOW to WHAT, not the reverse.
If it doesn't guide trade-offs and decisions, it's not real purpose.
Passion + Excellence + Economic Engine. You need the intersection of all three.
Your WHY, HOW, and WHAT must align across all touchpoints.
"People don't buy what you do, they buy WHY you do it." — Simon Sinek
"A brand is not what YOU say it is, it's what THEY say it is." — Marty Neumeier
"It's not what you sell, it's what you stand for." — Roy Spence
"The hedgehog knows one big thing." — Jim Collins (via Archilochus)
See reference/templates.md for:
For comprehensive purpose discovery sessions, the brand-purpose-architect agent contains 700+ lines of expert methodology including the full WHY Discovery Process, detailed output formats, and complete professional process.