The golden circle of Simon Sinek can be described in one sentence: start with why. All the organizations know the services and products they offer, some of them know how and less know why (the reason why is not reduced to make profits).

The portfolio management practice is an example where the golden circle concept can be applied. This practice describes the following types of portfolios:

1. The customers portfolio: to ensure that the needs of the current and future customers are covered by the organization. This portfolio is focused on the “why”.
2. The programme and project portfolio: to ensure the right allocation of resources on programmes/projects to implement the “why”. This portfolio is focused on the “how”.
3. The products and services portfolio: to ensure that products and services of the organization are aligned with the needs of the customers. This portfolio is focused on the "what"