It's been just over 10 years since Simon Sinek published his book "Start With Why: How Great Leaders Inspire Everyone to Take Action".

I mentioned in a previous post that Thinking Time is a critical tool for business leaders and right now those same business leaders are being forced to reinvent their company. They are spending time thinking and focusing on 'what' is needed to keep the business going. Vital in the short-term.

Part of this process should also be considering 'why'. Ask yourself "who are we as a business?", "why do we do what we do". If you can articulate this, then you can take another look at your business, and consider your unrealised strengths. Then the plan of "what" and "how" will start to unfold. which is much easier if you can understand your "why".

Business has faced major change before, the only difference is, this time it was sudden, enforced and worldwide. But we need to remember this will end. At some point the restrictions will be lifted and a new world of commerce will emerge. How do you plan to meet that new world? How do you want to meet that new world?

If you haven't read Simon's book recently, or ever, then take the time to read it. Or take a look at this talk.