Why WHY? is the Most Important Question for Leaders
Oct 05, 2025
When was the last time you read something that you couldn’t get out of your mind? For me it was a Forbes article I read last week. It explained how Nike, for the first time in nearly 40 years, shifted its famous slogan from “Just Do It” to “Why Do It.” At first glance, it sounds like clever marketing aimed at Gen Z. But it’s really about something much bigger. It’s a leadership situation that affects all of us.
We all know burnout and stress aren’t unique to younger workers. Research shows anxiety is climbing across every generation. The difference is that younger employees, especially Gen Z are simply more willing to call it out and demand something better. They want clarity. They want purpose and they’re refusing to move without a clear “why.” Some see it as entitlement, others see it as wisdom we could all use.
I’ve always been big on explaining why to everyone who’ll listen. Since I was a little girl, I struggled when my mom told me to do something without explaining why. I asked her, every time she told me to go clean my room or wouldn’t let me go skating with friends, WHY? Her answer was usually, because I said so. Followed by, “you’re grounded.” Maybe this was a sign that I would be a reporter someday. I can’t recall ever doing any interview that I didn’t ask someone why. Often, I asked it dozens of times per interview. As an adult and a leader, I want everyone to understand the why so they can make better decisions.
Think about it. How many times have you taken on a big project, stayed late, or poured hours into a task without stopping to ask yourself, “Why am I doing this? " For many leaders, the default response is “because it’s my job” or “because my boss asked me to.” There’s nothing wrong with that answer, but it’s not sustainable. When times get tough and they always do that shallow “why” won’t keep you motivated.
That’s where leaders have an incredible opportunity. Too often, we define our purpose in only one dimension. We focus on ME, my performance, my promotion, my reputation. Or we focus on the WE, keeping the team afloat, hitting quarterly goals, pleasing the boss. Some leaders go all-in on the WORLD disrupting an industry, serving a cause, or leaving a legacy.
Here’s the problem: if your “why” rests on only one of those legs, it wobbles. It’s like sitting on a stool with just one leg holding you up. You won’t last long before tipping over. True, sustainable motivation comes from aligning all three dimensions: ME, WE, and WORLD.
- ME: How does this work help me grow? How does it align with my values and goals?
- WE: How does this effort strengthen my team and support the people I lead?
- WORLD: How does this connect to a larger purpose that makes a difference beyond me?
The strongest leaders are crystal clear on all three. They don’t just “do it” because it’s expected. They know why it matters to them personally, why it matters for their people, and why it matters for the bigger picture. That balance creates energy, commitment, and resilience.
Here’s where Nike got it right. By shifting the message to “Why Do It” they’re reflecting a cultural moment where more and more people are asking for meaning before they’re willing to give their best. It’s not a sign of weakness. Many experts believe it’s a step toward stronger, healthier, and more effective leadership.
Hold on… I’ve got one warning for you that I’ve just seen happen in my organization. I explained the why to a younger team member recently related to advancing excellence and going through multiple editing phases. I shared how everything gets better as we focus and strengthen our writing and marketing message. Unfortunately, this person dug into the position that it really didn’t matter and believed their way was “fine” and felt defeated by my changes. I shared that I was sorry they felt that way but “fine” is never the goal in our organization. We strive for excellence in everything we do. I spent a lot of time explaining the why from the three perspectives but failed to help the person grasp my position. That’s when my mom’s lessons came rushing back to me. I adjusted mom’s phrasing a bit and stated, “I’m sorry you feel that way but we’re going to do it my way. I need you to JUST DO IT this way. Please let me know if you have any further questions. I’m always happy to explain why.” I think Nike had it right the first time.
Here’s my challenge to you: before you ask your team to take on the next tough assignment, ask yourself first, why do it? When you can answer that across ME, WE, and WORLD, you won’t just get compliance. You’ll inspire real commitment, most of the time. That’s my caveat and encouragement to you. It doesn’t work 100 percent of the time. We need to stand our ground and be consistent no matter what. Real leaders don’t compromise on our commitment to excellence. That’s a non-negotiable for me.
3 Ways to Strengthen Your “Why” This Week
- Audit Your Motivation: Write down your current goals and label them ME, WE, or WORLD. If most fall in just one category, ask yourself what’s missing. Balance builds resilience.
- Ask Your Team the Big Question: In your next meeting, instead of jumping into what and how, start with why. Invite their perspectives. You’ll likely uncover stronger connections and deeper buy-in.
- Reconnect to the Bigger Picture: Remind yourself daily how your work impacts not only your success but also your team’s growth and the broader mission. Even a small reframing can shift your energy.
As leaders when we get clear on our why, we unlock energy that outlasts pressure, setbacks, and change. In today’s world of constant uncertainty, that clarity may be your greatest leadership advantage.