Why What How

Why What How is a communication and strategy model that helps you structure messages into three layers: why you do something (purpose), what you do (product or service), and how you do it (approach). The model posits that people respond primarily to the “why,” not the “what” or “how.” By starting with your motivation rather than your offering, you create recognition and a connection with your target audience.

How Why What How Works in Practice

The model consists of three concentric circles. The innermost circle contains your “why”: the belief or the problem you want to solve. The middle circle describes your “what”: the products, services, or solutions you offer. The outer circle explains how you do that: your methodology, technology, or distinctive approach. In communication, you work from the inside out. You start with why your company exists, then what you offer, and finally how you make it happen. This way, you build a story that resonates emotionally before presenting rational arguments.

Why the model emerged and why it remains relevant today

Simon Sinek introduced the model in his TED Talk and book *Start With Why*. He observed that successful leaders and brands don’t start with product features, but with a clear mission. In an era where consumers are inundated with options, a clear “why” helps you stand out. For small and medium-sized businesses, the model is valuable because it forces them to focus: what is your true added value, apart from what your competitors can also offer? That clarity strengthens your brand strategy and positioning and makes your communication more consistent.

What Why What How Offers Dutch Entrepreneurs

For small and medium-sized businesses, the model offers a practical framework for sharpening your message. Instead of starting with a laundry list of services, you begin with the problem you’re solving or the change you want to bring about. This makes your website, proposals, and pitches more direct and relatable. At Monkey Vision , we use this model in projects related to brand identity and copywriting: we help clients articulate their “why” and translate that into concrete text and visual communications. The result is communication that not only informs but also motivates and sets them apart.

You can apply the Why What How model at various levels: from corporate strategy to web page copy. Below, we describe four specific applications we often see at Dutch SMEs, plus a decision criterion to determine when the model is or isn’t the right choice.

Formulating positioning and brand strategy

Many companies struggle with the question of what makes them unique. Why What How forces you to look beyond your services. You start with the question: Why does our company exist? What problem are we solving that others don’t see or ignore? An example: a Nijmegen-based software developer focused on healthcare organizations formulated its “why” as “giving healthcare professionals more time for real care by automating administrative tasks.” That “why” became the core of all communication, from the website to LinkedIn posts. The result: greater recognition among prospects and less price comparison, because the message resonated emotionally before specifications even came up.

Structuring website copy and landing pages

On your homepage or landing page, the order of information determines whether visitors stay or leave. Why What How helps you structure that order logically. Start with a headline that articulates your “why”: the problem you solve or the change you promise. Next, explain what you offer: your services or products. Finally, describe how you work: your approach, process, or technology. This structure aligns with how people make decisions: first emotionally, then rationally. In web design and UX projects, we apply this model as standard practice to increase conversion rates. Visitors can more quickly determine whether your offer is a good fit for them.

Preparing presentations and pitches

Whether you’re presenting a proposal or pitching a new partnership, starting with your “why” makes your story stronger. Instead of beginning with a company presentation full of bullet points, open by addressing the problem you see the client facing and why you’re driven to solve it. Then introduce your solution (what) and, finally, your approach (how). This order holds the audience’s attention and builds a connection. For B2B service providers, we’ve seen that pitches following this model are more likely to lead to follow-up meetings, because the client feels understood before the technical details are discussed.

Improving internal alignment and team communication

Why What How isn’t just valuable externally. Internally, the model helps align teams around a shared mission. When everyone understands why the company exists and what it aims to achieve, decisions become easier and more consistent. An example: An ecommerce store in Utrecht with 12 employees formulated its “why” as “giving Dutch consumers access to sustainable products that would otherwise be unaffordable.” That clear mission helped guide decisions about product selection, suppliers, and tone of voice. Employees were able to independently assess whether a new product line or marketing campaign aligned with the company’s direction.

When Why What How is the right choice and when it is not

The model works best if you have a clear conviction or mission that sets you apart from competitors. If you’re selling a commodity product without a distinctive vision, a forced “why” quickly comes across as marketing fluff. Even with highly technical B2B audiences who make primarily rational decisions, too much emphasis on emotion can be counterproductive. So use the model if you genuinely have something to say about why you do what you do—not if you just want to fabricate a story to seem more interesting. Authenticity is crucial: a strong “why” stems from what truly drives you, not from what sounds good.