With apologies to my friend Simon Sinek, well-known for helping people tap into their inspiration and purpose by reminding us to “Start With Why,” I’d like to suggest a different starting point.
Simon argues that all organizations can explain what they do; some can explain how they do it; but very few can clearly articulate why they do what they do. When organizations (and individuals) can articulate this, he believes they will tap into an abundant source of inspiration. (Of course I think Simon’s a genius, and agree generally that a company’s Why is more meaningful than the What or How.)
But I start with Who.
Growing up, as I learned about poverty near and far, it broke my heart. Over time, that heartbreak became a passion to understand the lives of people living with severe economic disadvantage. Specifically, I became fascinated by entrepreneurs working in these conditions - goat herders, fishermen, seamstresses, farmers, brick makers, rickshaw drivers.
I fell in love with those individuals, one after another, and their awe-inspiring stories: how proactive and full of hope they were, how creative, hard-working, resilient they continued to be, even in the face of so much hardship.
My language of “falling in love” here is extremely intentional. And while I haven’t seen many love stories on LinkedIn, I think lots of us fall in love, in a way, with the people we serve and the work we do for them. This is a very good thing. Because love is a real advantage if you want to be an innovator.
Love changes how we see the object of our fascination - the Who. We see the best in them. We see strengths, ingenuity, dignity. We look more closely at their rhythms and constraints, notice tiny details that reveal real needs, listen to every word and the quiet between the words. We linger with them, matching their pace, showing up when it matters, letting them set agendas and timelines. Love anticipates on others’ behalf: we look to remove friction before it hurts, prepare what will help next, design for agency, and safety. And love makes us brave! We advocate, defend, and boldly challenge rules for those we love. We protect their time, privacy, and power.
The more time I spent with people I wanted to serve, the more I came to love them, and the more I could begin to understand what they wanted and needed. The more I understood, the better I got at being helpful. And eventually, I was ready to build something real, something that expressed all of that love.
My life has been awash in love - the greatest of myriad privileges - and now I’m hardwired this way. More than anything else, love has helped me see and understand details that others missed.
One final note. Sometimes the Who - the people, the community, the idea you fall in love with - won’t make logical sense. They might not fit the strategic framework you built in class or the funding model investors expect. They might not be what you expected. They might not even be able to pay (gasp!) for what you build them. None of that matters. Follow the love anyway. Follow the Who. It’s an invitation to find the work that needs to belong to you.