Why Understanding Your “Big Why” is Critical

Jason struggled for years, trying everything he knew to do. First, he rebuilt his website. Then, he spent money getting people to listen to his podcast. Next, he mapped out a social media strategy with a digital marketing agency. Lastly, he went all in on paid advertising. He was working long hours and missing out on time with his family. And Jason’s bank account kept shrinking. He couldn’t figure out why nothing seemed to be working. That’s when we met. Jason was the older brother of a friend of mine, and she thought I could help him see the missing piece. I agreed to meet with him over Zoom. He was direct and told me he wasn’t sure why his sister wanted us to talk. I was direct with him, too, and shared that she had been watching him struggle in business, and believed the work I do could help jumpstart new opportunities. I shared my desire to listen and be of service — if he was open. Still a bit bristly in his demeanor, he said he wanted to hear what I had to say. After I asked a few questions, in about 30 minutes, he softened and started to open up about what was really going on behind closed doors in his business. I began putting the pieces together and could see that Jason thought he had to do business like everyone else — and it was killing him. He had spent the last 24 months trying to grow the business with very little to show for it, and his confidence had taken a hit. I saw through his bravado with a whole lot of tenderness — because I’ve been there. When you don’t stack the wins, everything around you starts to feel like a loss. You begin doubting your worth and value. And when that happens … ~ it’s hard to build a great website ... ~ it’s hard to write on social media ... ~ and it’s hard to attract the people you’re called to serve. Sometimes you can’t see what you need to shift, so you start chasing tactics trying to fix the problem. Rarely are tactics the issue behind a stunted career or a stalled business venture. If you don’t first figure out who you are, what you want, and why it matters, none of those other things will work for you. Then, you’ve got to get clear on your mission, values, and vision. From there, I look at the patterns that have been showing up. No one can see their own. When you get that all dialed in, bigger opportunities start to show up. Why? Because you’re contributing to the world unencumbered. And if you could see your own blocks, you’d already have removed them. Jason realized he couldn’t walk this journey alone any longer. The best leaders get that. So to get the greatest ROI, focus on leadership. Focusing on tactics, technology, AI, or other shiny objects won’t bring in the big paycheck. Jason and I worked together one-on-one and got his leadership IQ dialed in. Once he had clarity, I helped him write new marketing materials… …and the results were astounding — a 23% increase in gross sales. Today, he’s making a mark on the world. Jason didn’t need another strategy. He needed to remember who he was. And when he did, everything changed. This isn’t just Jason’s story. It’s the story of so many leaders who are gifted yet weighed down by things that aren’t theirs to carry. The world will always offer you another formula, another shortcut, or another distraction dressed up as the answer. None of it works if you’re disconnected from your mission and you’ve lost sight of your value. Leadership begins within. And real, soul-deep success is built on purpose, not performance. So if you’ve been chasing tactics and still feel like something’s missing, maybe it’s time to stop running and come home to yourself. That’s where your greatest work begins. ACTION: The Upside Challenge for the week is to assess what’s driving your actions. Are you doing this because it’s aligned — or because you think you should? For this week, write down the top 3 things you’re doing right now to grow your business or leadership. For each one, ask: Is this aligned with my mission or driven by pressure or expectation? Circle the one that feels most out of alignment, and then pause it for the next 7 days and notice what shifts. You don’t need to do more; you need to move with clarity.

Each person’s life force is different. Some people move through life full throttle, operating at a level 10 every day and moving around at Mach speed. Others max out at five—or even one or two reps per minute. On any given day, you wake up with a certain amount of energy to work with. And you get to make decisions about what to do with that energy. Of all the actions you could possibly take, do you focus on what matters most to you? As the day unfolds, your life force begins to decrease. And when you’re not clear about what you say yes to, or what you say no to, you may discover there’s nothing left for what matters most. How you arrange your days, rhythm, and relationships determines whether your life and business will be sustainable over time. Most people move through life as if they’ve got an endless supply of energy to pull from. And when they don’t get everything done on their never-ending task list, they look around and assume they must be doing something wrong. Playing the comparison game will never lead you to health, happiness, success, or meaning. It won’t get you to peace or ease, either. What it will do is drain you ... quietly and consistently. Until you’re moving through your days exhausted, wondering why everything feels off. You weren’t made to run on empty. You wake up each day with a limited amount of life force. And where you invest it determines what grows. That’s the shift I help leaders make—honoring their capacity, aligning with what matters, and choosing to lead from a place of deep integrity and ease. Because the world doesn’t need a burnt-out version of you. It needs you and the brilliance only you carry. ACTION: The Upside Challenge for the week is to track your energy. Grab a sheet of paper and draw a line down the middle. Label one side “ Life-Giving ” and the other “ Draining .” As you go through your day, notice what energizes you and what depletes you. Write it down. Then, choose one draining item to shift, delegate, delay, or delete this week. Your energy is sacred and make sure to protect it.

Everyone has seeds of excellence inside them. When those seeds are planted in rich and fertile soil, they grow into something magnificent, something life-giving. I see it as your brilliance coming to life. When those seeds are thrown on rocky soil with the hopes of producing fruit, its chances of surviving are slim. No matter what you're journey has been or what heartaches you may be experiencing now, you can always cultivate new soil. Yet I'm clear that to do that takes effort, purpose, and intention. Whenever I have conversations with folks who aren't happy with how they're life is going, they often bypass the little actions that produce big results over time . The key words are over time . Most folks want results yesterday ... and feel to see all of the ways that their current actions have gotten them right where they are. Looking in the mirror with 100% honesty isn't all that easy to do. I used to want to be the best or I didn't want to play. I remember this clearly when I was on the cross country team when I was in high school. It wasn't that others were more talented. God had given me a runners' build, and I enjoyed running. Yet I wasn't all that committed to practicing, and so when it was race time, I did poorly. Today I'm clear that if I can't be consistent, it isn't something I really want. Imperfect action is better than no action at all. Stay the course. The seeds you plant today may not bear fruit tomorrow. That doesn’t mean the work is wasted. What matters is that they’re sown with intention. Keep tending to what matters most. Keep showing up with courage and care. The world needs what only you can grow. ACTION: The Upside Challenge for the week is to choose one part of your leadership that truly matters and pursue excellence in it. Pick a task or responsibility that holds weight in your role. Something that influences your business direction or shapes how your people grow. Then, take time to explore the latest trends or shifts in that space. Staying informed keeps your leadership relevant. Staying intentional keeps it aligned.