I have written before on finding your purpose and discovering why you do what you do. It is important to understand your “why” because it changes the way you communicate with your target audience in order to sell your products or services. Most of us communicate with others by discussing our features and benefits, which is the “how” and “what” of the work we do.

Discovering and sharing your “why” with your audience connects them in an emotional way that motivates the decision making process. In Simon Sinek’s TED video, “How Great Leaders Inspire Action,” he shares his discovery of the “why” and understanding why you do something and why your organization exists.