Start from where you find yourself

Simon Sinek famously encouraged us to “Start with why.” It is advice worth taking seriously… at least some of the time.

Knowing our why is vital. It sits at the core of purpose. It gives meaning to the work, helps us navigate difficult decisions, and connects people across teams, time, and place.

I cannot state it strongly enough: know your why.

But I am not convinced that “why?” is always the best place to start.

Because, simply put, we have already started.

Most organisations are not beginning with a blank page. They come with history: past successes and disappointments, established capabilities, relationships, commitments, customers or communities, and people who care about what happens next.

If we take the time to understand that reality, a meaningful why may be easier to uncover.

So rather than beginning in the abstract, perhaps start with what.

What do we do here?
What value do we create?
What problem are we here to address?
What game are we playing?
What gives this work energy and meaning?

Then ask who.

Who is involved in making this happen?
Who do we serve?
Who is affected by what we do?
Whose perspective is missing?
Who would we like to see succeed and thrive because of the choices we make?

With a clear understanding of the what and the who, the why becomes easier to articulate.

It is no less important. But by starting where you from where you are with what and who, it might be a bit easier to get to why and when you get there your why is more grounded and, often, stronger.