By Articles in Leadership — 19 Nov 2025

Discovering Your Why: A Practical Guide for Product Teams

Why Discovering Your Why Matters

In Start with Why, Simon Sinek emphasizes that knowing your "Why"—your purpose, cause, or belief—is essential for inspiring action and building loyalty. For product teams, discovering and articulating your Why provides clarity, direction, and a foundation for all strategic decisions.

The Challenge

Many organizations struggle to identify their Why. They can easily describe what they do (products, features) and how they do it (processes, methods), but articulating why they exist beyond making money is often difficult.

Understanding What Your Why Is

According to Sinek, your Why is:

Your Purpose: The reason your organization or product exists
Your Cause: The impact you want to make in the world
Your Belief: The values and principles that guide you
Timeless: Remains constant even as products and markets change
Emotional: Resonates with people on a deeper level

Steps to Discover Your Why

1. Reflect on Your Origins

Start by reflecting on why your organization or product was created in the first place. What problem were you trying to solve? What change did you want to make? What belief drove the initial creation?

2. Look for Patterns

Examine your organization's history and look for patterns in decisions, actions, and values. What consistently drives your choices? What values are always present, even when strategies change?

3. Ask "Why" Multiple Times

Use the "Five Whys" technique. Start with what you do, then ask why five times to get to the root purpose:

What do we do? (We build software)
Why? (To help businesses be more efficient)
Why? (Because efficiency enables growth)
Why? (Because growth creates opportunities)
Why? (Because we believe everyone deserves opportunities to succeed)

4. Consider What Inspires You

Think about what truly inspires you and your team. What makes you excited to come to work? What impact do you want to have? What change do you want to see in the world?

5. Identify What Resonates with Others

Consider what resonates with your customers, employees, and stakeholders. What values do they share? What beliefs connect you? What purpose do they see in your work?

Articulating Your Why

Characteristics of a Well-Articulated Why

Clear and Simple: Can be understood by anyone
Purpose-Driven: Focuses on impact, not products
Emotional: Resonates on an emotional level
Actionable: Can guide decisions and behaviors
Authentic: True to your organization's values

Examples of Well-Articulated Whys

Product Team: "To empower people to achieve their goals through technology"
Engineering Team: "To build systems that make the world more connected and accessible"
Startup: "To democratize access to financial services"
Non-Profit: "To ensure every child has access to quality education"

Application in Product Development

For Product Managers

Product managers can discover their Why by:

Reflecting on the problem the product solves
Understanding the impact on users' lives
Identifying the values the product represents
Considering the change the product enables

For Engineering Teams

Engineering teams can discover their Why by:

Understanding the purpose behind technical work
Reflecting on the impact of well-built systems
Identifying values around quality, reliability, and innovation
Considering how technology serves users

Best Practices

Involve the Team: Discovering your Why should be a collaborative process
Be Authentic: Your Why must be genuine, not aspirational
Keep It Simple: A clear, simple Why is more powerful than a complex one
Test It: Share your Why and see if it resonates with others
Refine It: Your Why may evolve as you gain clarity
Live It: Your Why should guide decisions and actions
Communicate It: Share your Why consistently and frequently

Common Mistakes

Confusing What with Why: Describing products instead of purpose
Being Too Generic: A Why that could apply to anyone
Focusing on Profit: Making money is a result, not a Why
Not Being Authentic: A Why that doesn't reflect reality
Forgetting to Use It: Discovering your Why but not applying it

Using Your Why

As a Decision-Making Filter

Use your Why to evaluate decisions. Ask: "Does this align with our Why?" If the answer is no, reconsider the decision.

As a Communication Tool

Start communications with your Why. Whether presenting to stakeholders, writing documentation, or talking to users, lead with purpose.

As a Team Alignment Tool

Use your Why to align team members around a shared purpose. When everyone understands and believes in the Why, decisions become easier and more consistent.

Conclusion

Discovering your Why is a journey, not a destination. As Simon Sinek explains in Start with Why, your Why provides clarity, direction, and inspiration. By taking the time to discover and articulate your Why, product teams and engineering organizations can create a foundation for all strategic decisions and build deeper connections with customers, employees, and stakeholders.

Reference

Sinek, S. (2009). Start with Why: How Great Leaders Inspire Everyone to Take Action. Portfolio/Penguin.