Whilst undertaking a Diploma of Holistic Counselling Practice I lost track of the number of times our lecturer instilled “Never use ‘why’ during a session”. 


The use of ‘why’ forms a probing question. And depending on the audience’s internal dialogue, the context in which the word is used and tone of voice from the communicator, it’s condemning.


So why did Simon Sinek spark a new meaning when he delivered that famous TED Talk? How did perceptions manage to shift from probing to insightful?


By answering the question ‘Why do you do what you do’ you are able to deeply connect with your brand purpose and articulate the very essence of all that you stand for. The benefits of working with you start flowing from your heart and connecting with your ideal audience. And knowing your ‘why’ will offer a branding specialist a lot of insight into the vision you have for your business.


Are you a visual person who struggles to find the words to articulate your ‘why’?


You might like to try this intuitive mind mapping exercise to connect with your unconscious drivers and find patterns within the words.


Grab your favourite writing implement and journal, make your favourite drink and dedicate time to yourself. Then have fun old school style by writing on a piece of paper rather than typing. Give yourself permission to be imperfect. Do a brain dump without editing the content. Analyse the patterns and trends in your thinking and truly discover why you do what you do.


  • Draw a circle on a blank page.
  • Add your brand name and your first name to the centre of the circle.
  • Then ask yourself: ‘Why do I do what I do?’
  • And mind map the diamonds of intuition that come to you when you consider the one reason you are in business.


Write EVERYTHING that comes into your heart.


If you are still struggling to find the words, you may also like to ponder: 


  • What archetype or person do you love working with the most?
  • What topic of conversation positively consumes you?
  • Did you have an unrequited childhood passion that is screaming to be fulfilled in your adult years?


Now I want you to watch this TED Talk.
Repeat the mind map steps above.
And connect the words in both mind maps after watching Sinek’s talk.


When you are crystal clear about why you are doing what you are doing, you will communicate your message with clarity and resonate with your ideal clients. Which means more business for you and ‘brand nirvana’ for all!

Do you already know your ‘Why’? Share below in the comments.


Here’s mine: I help ambitious women create powerful brands that cut through the noise of sameness. I craft an image that is congruent with your mission, values and purpose and this will help you launch your brand with authenticity and unmistakable clarity.

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