Another Monday is here, and most of us are undoubtedly waking up, drinking our coffee, organizing our to-do lists for the day, ushering the kids off to school, and heading off to our various places of work. We are trying to be productive, to reach our goals, whatever they might be, but how often does one stop and ask themselves “Why?” Why do we do it? Where does this motivation come from and why do we go to such lengths each and every day?
Very few people or organizations can clearly articulate why they do what they do. I recently visited Sherman Oaks, CA to experience a discovery day for a promising new franchise, Midici. At this discovery day, the presentation by the company’s CEO, Amit Kleinberger was based solely on this company’s “Why”. For Mr. Kleinberger, and Midici, “bringing friends together” is their why, and they just happen to be selling pizza to do that. By focusing on the “why” of their franchise, Midici’s philosophy becomes the product that consumers are attracted to, and the sales transaction is simply a result. Mr. Kleinberger went on to explain how this line of thinking is the way all great companies act, and it quickly occurred to me that if all people could apply this thinking to our daily activities, we could find more fulfillment in our day to day lives.
The “why” is your purpose, cause or belief. It should be a reflection that each of us make everyday. Until you find your why, you will feel like you are just a part of the race, and in a constant struggle with no true significance for doing what you do. The search for a feeling of significance is something all people are looking for. Once you know your “why” this feeling of accomplishment, and significance will be found throughout each and every day. It will be within your reach every day because you’ll be able to do simple things that matter. Significance is usually not something that has to come from some great feat or spectacular accomplishment. Instead, it’s based on having a purpose with small, like-minded goals in place that will enable you to achieve the purpose you desire. Your “why” doesn’t have to be earth shattering either. It can be as simple as Midici’s philosophy of “bringing friends together” or making people smile, or making your community a cleaner, or safer place to live. Start focusing on your “why” and you will begin to impact others and feel more significant immediately.
Amit Kleinberger understands that people don’t buy WHAT you do, they buy WHY you do it. You can see it on his face, and of the face of everyone who works with the company that he leads. It’s the reason why Midici’s sister company, Menchies frozen yogurt has become the leader in the frozen yogurt category, buy selling “smiles”, not frozen yogurt, and why Midici is poised to do the same in pizza, by “bringing friends together”.
As 2016 begins, and you embark on goal setting, making resolutions, and beginning the process of making the most of this year, I encourage you to start with why. Why are you getting that gym membership? Why are you getting out of bed today? Why does your company exist? Why are you looking for a new career? The sooner you understand your why, you can stop focusing on yourself, and start focusing on others. Then you can truly lose yourself in a moment, feel present, and enjoy your life for what is worth 100%. Challenge yourself to discover your “Why”.
“Finding WHY is a process of discovery, not invention.”
― Simon Sinek,