Often when I ask people what is their "why," they will tell me what they do. Or worse, they look scared and confused and have no idea how to answer my question. Once they hear why their "why" is so important in defining their brand that's where they start heading for the weeds with a deer-in-the-headlights look of panic. But it's not that difficult. Here's an example: I am a real estate agent because I believe in really great customer service? Is that a why? Mmmmm kind of.