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Consider the age-old concept of the Five W’s: Who – What – When – Where – Why 

Even though Why is last in that mantra, it is the most a priori factor of the Five W’s.

Your Why drives all of the other factors and yet it might be the one we invest the least amount of time considering.

Why are you calling on this customer?

Why are you seeking a promotion?

Why should this patient accept the treatment you are proposing?

Why do you want to <insert any goal here>?

Of you don’t start width Why, you are putting the proverbial cart before the horse.

Or, as a very close friend of mine frequently asks, “What is your Why?”