Every startup begins with a spark, a moment of clarity when you realize there’s a gap only you can fill. For me, it started on a quiet afternoon when I asked myself, “Why am I doing this?” That simple yet profound question changed everything. It gave me focus when I felt overwhelmed, motivation when challenges felt insurmountable, and clarity when distractions threatened to take over.

But here’s the thing: finding your “why” isn’t always easy, and it’s not something you can fake.

Why Start with Why?

Your “why” is more than just a mission statement. It’s the core reason your company exists, beyond making money or launching a product. It’s the heartbeat of your startup, guiding every decision and rallying others to your cause.

Think about some of the most successful startups—Apple didn’t just sell computers; they believed in challenging the status quo. Tesla isn’t just about cars; they aim to accelerate the world’s transition to sustainable energy. Their “why” is what attracts customers, investors, and talent. It’s the glue that holds everything together.

So, what’s yours?

The Personal Journey to Why

I remember the early days of building my startup. I had an idea I was excited about, but something felt off. I was pitching to investors and recruiting teammates, but I wasn’t connecting with them the way I’d hoped. It wasn’t until someone asked me point-blank, “Why are you building this?” that I realized I didn’t have a clear answer. My mission was foggy, and it showed.

I sat down with a journal that evening and started writing. At first, it felt awkward—I didn’t know where to start. But as I kept going, patterns emerged. I realized my startup wasn’t just about solving a problem; it was about solving a problem I deeply cared about. That clarity shifted everything. My pitch improved. My confidence grew. And my team started to rally around a shared sense of purpose.

How to Find Your Why

Finding your “why” is a deeply personal process, but here’s how to kick things off:

1. Reflect on Your Experiences

Think about moments in your life that have shaped you. What problems have you faced that left a lasting impact? Often, our “why” is rooted in our own stories.

Example question: What’s a challenge I’ve overcome that I’d love to help others navigate?

2. Ask the Hard Questions

Sometimes, the simplest questions are the hardest to answer:

  • Why does this matter to me?
  • Why now?
  • Who am I trying to help, and why do I care about them?

3. Test Your Answer

Share your “why” with someone you trust—your co-founder, mentor, or even a friend. Does it resonate? Do they feel inspired? If not, dig deeper.

4. Write It Down

Put your “why” into words. It doesn’t have to be perfect, but having it written down helps you revisit and refine it over time.

Common Pitfalls (and How to Avoid Them):

  • Focusing on the What, Not the Why: It’s tempting to jump straight into the product or solution. Remember, your “what” will evolve, but your “why” stays constant.
  • Making It About You: Your “why” should connect to the people you’re serving. It’s not just about your dream—it’s about solving their problem.
  • Ignoring Feedback: Your “why” should inspire others. If it doesn’t, take a step back and consider what’s missing.

Your Next Step

Tonight, grab a notebook and set aside 20 minutes to journal about your “why.” Don’t overthink it—just let your thoughts flow. Here are a few prompts to get you started:

  • What drives me to get out of bed in the morning?
  • What would I still care about if no one was watching?
  • How do I want people to feel when they interact with my company?

Your “why” is the foundation of your startup. It’s what will keep you going when the road gets tough and what will inspire others to join your journey. So take the time to find it—and let it guide everything you do.

Because at the end of the day, startups aren’t just about building companies. They’re about building something that matters. What’s your “why”?