If Your WHY Doesn’t Make You Cry, It’s Not Big Enough

If Your WHY Doesn’t Make You Cry, It’s Not Big Enough

I’m really not sure who coined this phrase but I’ve heard it multiple times over the years, across multiple different industries, and it holds significant truth. WHY did you start your business? WHY do you want to be a coach? WHY do you get up every single day and work?

Everyone should have a WHY and there are no right or wrong answers here. But if you find yourself unmotivated to work or if you want to procrastinate on projects, then it’s time to re-examine the main reason for your business.


Focusing on your WHY can help motivate you so write down your reason for starting a business. Did you want to fill your free time? Did you want to earn some play money or contribute to the family finances? Did you want to pay the medical bills of an aging parent or a sick child? Did you want to pay for your child’s higher education or private school tuition?

Writing these reasons down – no matter what they are because every person’s WHY will be different – should help motivate you to work hard. You should feel driven to make your business a success. You should be willing to tackle things outside your comfort zone because you know the end result will help your business.

If you’re not feeling motivated, then you need to dig deeper.


Life is fluid and ever-changing so it stands to reason that your WHY would change over time as well. Even if you started your business because you didn’t know what to do once your kids were in full day school, you can change that WHY to something more meaningful now.

A mentor once shared that she started a service business because she was a single mom and needed to earn money to survive. She was responsible for lodging, food, and clothing for herself and her child. She didn’t have anyone to rely on except herself. THIS is enough to make you cry and to hustle for work, knowing that if she wasn’t working, she wasn’t eating.

What are you passionate about that will get you hustling? Are you passionate about a cause or charity that can benefit from your financial assistance? Do you need to pull yourself up out of financial despair? Don’t be afraid to own that reason and fight for your business.


One of my clients told me that even though she has been in a service business for 10 years that she hasn’t been motivated to create any classes or products as a source of passive income. She blames her indecision for that but I questioned if it was because she didn’t feel attached to that particular industry. After some more discussion, she agreed and has since modified her services that align better with what she enjoys. I still suggested that she explore a deeper WHY but this is a step in the right direction. Plenty of businesses add or subtract products or services or modify their mission statement. If something about your business doesn’t feel right, don’t be afraid to make changes.


If you’re not sure how to use stories in your marketing campaigns, check out my latest class, Entrepreneurs Storytelling Bootcamp. This is a 4-module, home study course that will help you identify your unique story along your ideal clients, and how to blend the two into a seamless relationship building practice. No deadlines, no schedules; just step by step information to help you perfect your storytelling.