What’s Your Why?

I've been obsessing over Simon Sinek's idea that "people don't buy what you do, they buy why you do it" lately.

It hit me during a training session at Starbucks Reserve last week. I wasn't just teaching my team about coffee - I was watching their faces light up when they connected with the story behind each blend.

That's when it clicked.

Throughout my zigzag career path (from web dev to coffee expert to trainer), I've always been driven by the same thing: helping people discover capabilities they didn't know they had.

At VEGA Stories, I remember a small non-profit client who was shocked when I showed them how their new website could reach people they never thought possible. The technology was just the vehicle - their newfound confidence was the real win.

Even now at Starbucks, when I see a team member nail that perfect customer interaction (you know, the one where both people walk away energized?), I'm reminded why I do this work.

My "why" isn't about sales numbers or websites launched. It's about those moments when someone realizes they can do more than they thought possible.

What about you? Have you thought about your professional "why"? Has it evolved as your career has changed?