Simon Sinek describes his “golden circles” theory at a TED talk: First why, then how, then what. Ultimately he discusses the limbic brain, the part that controls behavior, where “gut” decisions come from, the part of the brain that drives decision making within people’s minds. Connecting with the limbic brain by explaining Why? first gets to the core of the mind and establishes a deep connection. Leaders who follow the method of explaining Why? to followers, subordinates, and customers will create a bond that leads to success.