How to deepen your why

- [Man] I guess I'm just thinking about the revenue growth at a company, and I guess if you're the owner or the sales director getting commissions and bonuses based on that, that can be highly exciting. But, you know, if you're kind of in the middle of things and made less so, how do you sort of dig into a richer why when on the surface it might feel a little bit shallow? - [Woman] Well, there's always a deeper why there. It always goes more than just, and I'm using "just" intentionally in this situation. It goes beyond so that I can make money or to increase shareholder value. That's not what necessarily gets us out of bed in the morning. It's to have an impact. It's to provide an environment that people actually want to come to work in. And in the book I quote one of my clients who I worked with where I said, "Why is helping clients important to you?" She goes, "Well, it just is." I said, "Why?" And she said, "Well, because service is important to me." I said, "Why?" And she said, "Well, my parents taught "that to me growing up," and I said, "Tell me more." And she said, "Well, my parents were small business owners, "and every single day I saw them get up "and put others' needs before themselves "and it had an incredibly powerful impact on me "and now everyday I get up thinking about "how I can help my clients." - [Man] Okay, yeah, I like that, yes. - [Woman] That's a powerful story. It's professional but it's also personal, and if I were a small business owner, and that person were pitching me, I would think, wow, this person understands me. I can trust this person. So that's an example of how you can use why you in a professional setting with a very powerful impact. - [Man] I like that. So then the why, I guess you could articulate that a few ways. It's just like, you're honoring your parents' memory, or example, or values and this is who I am, and who I am is a part of a bigger thing with my family and ancestors.