Don’t Start with “Why?”

Don’t Start with “Why?”

Fans of Simon Sinek may not agree with this statement. His famous video Start with Why? has garnered more than 8 million views, and his book of the same title has sold over a million copies. My assertion of “Don’t start with why?” is based on my own experiences, experiments, and the insights gained from them.

What I have discovered is this: it is not always easy to start with the “Why?”. Watching Simon Sinek's TED Talk Start with Why makes it seem perfectly logical to begin with this question. His examples of Apple and Dell illustrate the concept clearly. But the point is not about analysing Apple versus Dell—it is about you and your life. You need to reflect on the answers to the following questions:

• Are you inspired to take action?
• Are you living each day with joy and happiness?
• Are you creating results that impact you and those around you?

If the answer to any of these questions is “No,” then you might want to consider an alternative approach.

Before exploring this alternative, let’s examine the flaw in the “Start with Why?” approach. All the examples cited are from the past, introducing a strong hindsight bias. It is easy to connect the dots when looking backwards, but far more challenging when facing an uncertain future.

When you hear Apple’s “Why?”, it seems entirely sensible. But do we know if it was created at the outset or evolved over time? Consider the famous interpretation of Apple’s purpose:

"Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use, and user-friendly. We just happen to make great computers. Want to buy one?"

First, this statement is Simon Sinek’s interpretation of Apple’s “Why?”, not something Apple officially published. Even if it were part of their internal communication, it might have evolved over time. Furthermore, articulating a compelling “Why?” often becomes easier once success is already achieved.

Last year, I completed my professional coaching qualifications and wrote a blog titled “Becoming – Why I Chose to Become a Coach?”. Reading the blog, it is easy to connect the eagle’s story with my purpose of exploring potential. However, I was not clear about my “Why?” at the beginning. In hindsight, I can now connect the dots and share an inspiring story. Most of the time, the real “Why?” is hidden deep within us, and there is little value in waiting to uncover it. It will reveal itself naturally over time. You should not delay action until you discover your “Why?”.

An Alternative Approach

The alternative approach consists of two parts:

1. Just Do It

Yes, the iconic Nike slogan. Dan Wieden, founder of the Wieden+Kennedy agency, credits its inspiration to Gary Gilmore’s last words: “Let’s do it.”

Whatever your goals, simply start taking action. Want to learn the guitar? Sign up for a class and begin lessons. Want to write a book? Just start writing. Forget about overthinking the “Why?”. Focus instead on one metric: your inner sense of direction—“Am I heading the right way?” As long as the answer feels right, keep moving forward. The journey should also bring you joy.

2. Non-Finito

The term Non-Finito means “not finished.” Give yourself permission to abandon projects unfinished. If the guitar no longer excites you, stop and pursue something else that sparks your interest. The key here is to remain active rather than becoming complacent. Set a reasonable time frame—say six lessons or three months—and commit to it. Avoid the excuse of “I don’t feel like it.” Honour your commitment, and once it is complete, evaluate whether to continue.

While it is okay to leave projects unfinished, give them a logical conclusion and strike them off your list. Cultivate a discipline where, for every x unfinished projects, you complete at least one. Consider Michelangelo, famous for his many Non-Finito sculptures. Creating masterpieces often involves leaving a few average projects behind.

The Outcome

Over time, your true “Why?” will emerge. At that point, external motivation will no longer be necessary. You will naturally take action and achieve meaningful results.

This approach has served me well. I would love to hear your thoughts and perspectives on it.

Happy New Year 2022! Wishing you a wonderful year ahead.

Orginal publication : Feb 2022 on LinkedIn