Start With Why – living work-life with purpose

WHAT

Everyone on the planet knows WHAT they do. These are the physical things they sell, the services they offer the outcomes of conversations they have

HOW

Some people know HOW they do it. These are the processes or values used and the things that set them apart from their competitors, or make them excel at what they do

"WHY"

Very few people can clearly articulate "WHY" they do what they do. WHY is not about making money. That’s a result. WHY is a purpose, cause or belief. It’s the very reason you do what you do

Think back over your work history (or current role) and identify moments when you felt:

• Energised
• Fulfilled
• Proud

Ask yourself:

• What exactly was I doing?
• Who was I helping?
• Why did it matter to me?

Action - Write down 3–5 work moments that gave you a deep sense of satisfaction.

Your “WHY” often aligns with your core values — your fundamental understanding of what is right and wrong

Ask yourself:

• What principles guide my decisions?
• What injustices or inefficiencies do I feel compelled to correct?
• What kind of work would I do even if I weren’t paid?

Action - Write down your top 3 to 5 values (e.g., growth, kindness, freedom, integrity, creativity).

Your "WHY" is often about the contribution you want to make.

Ask yourself:

• Who do I most want to serve or help (not who you have to)?
• What change do I want to see in the world (or in my organisation)?
• What legacy would I be proud of?

Complete this sentence:
“I want to help [who] do [what] so that [why it matters].”

Once you have your stories, values, and impact statement, step back and look for themes.

Consider the following:

• What do all these moments have in common?
• Are there repeating types of people, problems, or outcomes I’m drawn to?
• Is there a common emotional experience that links them?

Try crafting a short statement of your "WHY". For example, my why is:

“To create positive change in everyone I encounter — from instigating a smile to helping them believe they can”

Then:

Share it with a trusted colleague or friend for feedback.

Use it as a lens when choosing projects, setting goals, or evaluating opportunities.

Ask yourself:

• What parts of my current job align with this?
• How does my why relate to my role?
• What small shifts can I make to bring more alignment to my why?

It's perfectly normal at this stage to find an imbalance between your personal "WHY" and your work.

Treat this as an opportunity for change. Speak to your line manager or explore other roles in your business that might offer greater alignment. All this is within your power, and when our "why" lines up with our daily actions and outcomes, not only does our personal performance increase, but it's a guaranteed route to happiness and fulfilment at work. 

Identifying and understanding your "WHY" - your core purpose or motivation - offers powerful benefits that can shape and guide nearly every aspect of your life. It acts as a compass, influencing your decision-making, career direction, and long-term personal goals. When you're clear on your "why", you gain a deeper sense of direction and alignment. It becomes your internal north star, helping you stay focused and motivated even when challenges arise.

Moreover, having a clearly defined "why" enables you to assess whether your current path truly reflects your values and aspirations. If something feels off or unfulfilling, your "why" can serve as a reality check, prompting you to reevaluate and, if necessary, make meaningful changes. It empowers you to live more intentionally, choosing paths that resonate with who you are and what matters most to you.

Although this blog has been about finding your personal "WHY", working as a team to find a collective purpose is a powerful way of bringing alignment, building trust and creating accountability. Take a look at our Igniting Team Purpose workshop for more information