The “Why-How-What” framework is a concept popularized by Simon Sinek in his TED Talk and book, “Start with Why.” This framework is often used in leadership, marketing, and organizational strategy to help individuals and organizations understand and communicate their purpose and mission.

1. Why: This is the core and most critical element of the framework. It represents the purpose, cause, or belief that inspires and motivates you or your organization. It’s the reason you exist beyond just making money or achieving goals. Identifying and communicating your “why” helps you connect with people on a deeper, emotional level. It’s about your values and the impact you want to have on the world.
2. How: Once you have a clear understanding of your “why,” the next step is to determine “how” you will achieve your mission or purpose. This involves the specific strategies, values, and principles that guide your actions and decision-making. It’s the unique approach or methodology that sets you apart from others pursuing similar goals.
3. What: The “what” is the tangible result or product of your actions. It’s the products or services you offer, the projects you undertake, or the goals you achieve. While the “what” is important, it’s positioned as the outermost layer because it’s the most visible aspect of what you do. Many organizations start with the “what” and work backward, but the “Why-How-What” framework encourages you to begin with the “why” to create a stronger sense of purpose and direction.

In summary, the “Why-How-What” framework encourages individuals and organizations to start by defining their purpose and values (“why”), then determine the strategies and principles to achieve that purpose (“how”), and finally, identify the tangible products, services, or goals that result from those actions (“what”). This framework can help organizations build stronger brands, inspire employees and customers, and create a more meaningful and lasting impact in their respective industries.