How to Communicate Your Why to the Outside World

The cone is simply a three-dimensional rendering of the golden circle, which is firmly grounded in the biology of human decision making. Translated into business terms this means that trying to communicate your differentiating value proposition is really hard. And just like a person struggling to put her emotions into words, we rely on metaphors. The struggle that so many companies have to differentiate or communicate their true value to the outside world is not a business problem, it's a biology problem.