Your WHY is the core of your business. It's what you stand for and what makes you different from everyone else.
It's the reason why people do business with you rather than anyone else.
When you know your why, it's easier to make decisions that reflect your values and beliefs—and the consistency of those decisions helps people see what matters most to you.
And if what matters most to you matters most to them, they'll likely be more attracted to what your business offers—making them want to come back again and again.