Hi Reader,

Over the past several weeks I've received at least a half dozen invites to free workshops that are all variations of the same theme: What's Your Why?

Your deep why, as I like to call it, is a critical thing that every entrepreneur needs to figure out and communicate if they're going to be successful.

But, lately, I've been noticing how difficult it is for so many entrepreneurs (and even job seekers) to talk about their 'what'. What it is they do.

I've talked about crafting a great origin story (and continue to teach folks how to do it, too).
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But, this is even more basic and crucial.

Maybe it's obvious, but your what and your why are intrinsically connected.

They are two halves of the same sentence or irresistible headline.

Your why is the thing that gets you out of bed each day. Your what is the deep impact you have in the world, in your community, in your clients' lives.

In a networking matchmaker event the other week, one of the women in one of my break-out sessions had a fabulous, intriguing, creative title. I'm not going to share it because I don't want to call her out, but it was definitely something that made you want to know more.

But here's the thing, when it came time to introduce herself and talk about her 'what', it just didn't live up to the hype of her creative title. It was a letdown. And, you could feel the energy in the room dissipate as she talked.

Another woman in the group who had a pretty generic title, absolutely killed her what. When she talked about what she did, we all felt uplifted and excited.

She was the person we all wanted to hang with, connect later with and, ultimately, be!

Listen, I love a great creative title, but it's only going to get you so far. You really need to pay attention to what comes next.

I know a lot of folks tell you to focus on the problem(s) you solve for your clients or customers. I've advised folks to do that, too.

But, I want to suggest that you actually focus on something way more important—the impact on your clients or customers when their problems are solved.

In other words, their beautiful transformation.​
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​I've had more than one entrepreneur tell me over the years, "I don't know how to describe what I do because I do so many different things."

And, you know what? I've said that to myself, too.

But, everything you do is connected to an overall impact or transformation that stems from your work, your products, your offers, and all the rest of it, and that's what your "what" is all about.

Try this simple experiment:

1. Close your eyes. (No, really, close them.)
2. Take a few deep breaths in and then slowly out.
3. Visualize your ideal client (real or imagined).
4. See clearly who they are, what they're doing, how they feel when they encounter you/your business.
5. Now, jump forward to the very end of their journey with you. Do you see them?
6. Open your eyes and write down what their life, business, and world look like now that you've given them everything you have to give.

I promise you that somewhere in what you've written is your what.

It's powerful and compelling because it's life-altering, world-changing, and not simply the answer to a problem, but a new way of living, being, thinking, and dreaming.

If you do this, but you're still struggling with your what (and/or your deep why), then we should talk.
​(FYI—There's no cost to meet with me and gain some clarity.)

Until next week, don't be afraid to go deep with yourself because that's where all the good stuff is buried.
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PS - Last week, when I found a mysterious message on the sidewalk, I asked Is It a Sign? Check it out if you missed it.

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