Recently I ran a 5 day challenge and one of the tasks was to define your purpose.
It’s not a simple task. And it has taken almost 2 decades for me to get the words right in mine. And that’s okay. I started with something and reviewed it often. And the last few times I’ve reviewed it, it hasn’t needed any changes.
Your why is about more than your business. To get a why statement that gives you goosebumps, you have to go deeper.