“People don’t buy what you do; they buy why you do it.”
I’m finally reading Simon Sinek 𝘚𝘵𝘢𝘳𝘵 𝘞𝘪𝘵𝘩 𝘞𝘩𝘺. Clients and friends have raved about it for years, and now that I’m diving in, I see why it’s a fan favorite.
I’ve always leaned into big-picture thinking—understanding the purpose behind a project, not just the deliverables. I’ve always cared about the driving force behind the work.
When I think about my firm’s why, one word comes to mind: relationships.
In my 20s, when people asked what I did for a living, I’d say:
👉 “I create marketing plans for shopping centers.”
Most people would respond: “Oh. I didn’t know that was a thing.”
Eventually, I realized I needed a different answer—one that captured my why, not just my what.
👉 “I create relationships that help businesses accomplish goals.”
Or even:
👉 “I connect with great people on interesting projects.”
That’s always been my why.
The why of the work keeps me energized about the what of the work. For me, it’s the people at the heart of it—not just the strategy, or the planning—that drives my purpose.
What about you? Have you ever reframed how you describe what you do? If you had to sum up your why in one sentence, what would it be?