The Ecological Transition and the “Why” of Simon Sinek

Simon Sinek “How great leaders inspire action” https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action

When we speak about ecological transition, most conversations start with what we need to do:

• reduce emissions,

• report on ESG criteria,

• adopt circular economy practices.

Some organisations go a step further and explain how they do it:

• by setting up governance committees,

• by launching innovation projects,

• by mobilising new technologies.

But very few truly start with why.

Simon Sinek’s famous “Golden Circle” reminds us:

• Why = the purpose, the belief, the vision that drives you.

• How = the process to bring it alive.

• What = the tangible actions and results.

Golden Circle Model : Sinek’s theory value proposition : start with “Why”

Compliance: a necessary but limited driver

Over the past year, I’ve attended several conferences and trade shows on CSR and sustainability. A recurring theme is:“Because there’s a directive, we must act.”

Of course, regulations like the CSRD in Europe or international frameworks such as the SDGs are essential. They create a baseline and ensure comparability.

But when organisations stop there, sustainability risks becoming a compliance exercise—necessary, yes, but often perceived as another box to tick.

Vision: a stronger engine of change

Now imagine an organisation that starts not from constraint but from vision.

• A food company that doesn’t just comply with packaging regulations but says: “We believe everyone should have access to healthy food without harming the planet.”

• A tech company that doesn’t only publish its carbon footprint but says: “We believe digital innovation must help societies reduce inequalities.”

• A local municipality that doesn’t just meet adaptation requirements but says: “We believe protecting our water resources is protecting our community’s future.”

This “why” inspires people inside and outside the organisation. Employees engage more because they see coherence between their values and their work. Clients and partners trust more because they sense an authentic belief, not just an obligation.

Awareness: the missing piece

For this vision to work, people need to understand why sustainability is crucial.

That’s why workshops, trainings, and awareness sessions are so important. When people grasp the bigger picture—climate change, biodiversity loss, social inequalities—they don’t just follow rules, they connect emotionally.

In my own experience facilitating workshops, I’ve seen teams shift perspective once they see how global challenges affect their sector, their community, even their families. Suddenly, sustainability is no longer “another requirement”—it’s meaningful.

From “What” to “Why”

So, the ecological transition can be driven in two ways:

• By constraint: regulations, directives, obligations.

• By vision: beliefs, convictions, shared purpose.

The first ensures minimum action.The second inspires real transformation.

And in reality, we need both. But starting with why makes the journey far more engaging—and far more effective.

A gentle invitation

So here’s a question for you and your organisation:

Beyond compliance, what’s your why for engaging in the ecological transition?

Not to criticise or to judge, but simply to reflect: What do you believe in deeply enough that it can inspire others to act alongside you?

Because when the “why” is clear, the “how” and the “what” naturally follow.