Finding your why could mean the difference between winning and coming second, or third.

Every successful, standout group, team, tribe, brand and business has a clear why.

And if you don’t, then it will likely hold you back in some way. For example, it leaves the door open to ambiguity. It can lead to people in the wider organisation being left to their own devices for form their own kind of judgement on what it is that you represent. Not to mention your customers!