The bigger why always wins.

“I have to make calls today because people are counting me.” You have to take care of you and your family. Not making your calls puts that outcome in jeopardy. That’s a big “why,” isn’t it?

“I’m going to browse the web because I want to read all the reviews of the big game/the big television show/the big political event because I have to know what happened.” That’s a small “why” that people sometimes make a bigger “why.”

“I have to get up and exercise so I have the health, energy, and vitality I need.” Your health is a seriously big “why.” If you don’t take care of you, you can’t achieve all that you want to achieve and you can’t make the biggest contribution of which you are capable.

“I’ll just hit the snooze button a few more times because I really need the rest.” From time to time this is true. But if it is every day, if you hit the snooze button every morning, you are making 9 minutes of comfort a bigger “why.”

“I’ve got a serious issue with a client that I must deal with now because they are counting on me to help.” Engaging in serious challenges and issues because you have a duty and responsibility to your clients–even when you have to give them bad news–is a big “why.” It’s one of the ways you earn trusted advisor status.

“I want to wait until my client cools down and this issue passes because . . . “ Because why? Problems don’t age well. It’s fear that drives the decision to avoid dealing with a bad situation of your making. You are making avoiding a conflict a bigger why, and that will make you a smaller you.

In all cases the bigger “why” wins. But you are the one who decides which is the bigger “why.”


What are you avoiding?

What are you making the bigger “why?”

What should be your biggest “why?”

Sales 2014
Post by Anthony Iannarino on April 22, 2014
Anthony Iannarino
Anthony Iannarino is a writer, an author of four books on the modern sales approach, an international speaker, and an entrepreneur. Anthony posts here daily.
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