THE SEARCH FOR WHY: DISCOVERING WHAT TRULY MATTERS

“People don’t buy what you do; they buy why you do it.” — Simon Sinek

Today, I invite you to dive deeply into this reflection on an idea that, at first glance, may seem simple but carries a transformative power. With this phrase, Simon Sinek challenges us to look beyond the surface of human and organizational behavior. The “why” is the soul of any endeavor, whether personal or professional. When we act from an authentic purpose, we touch something deeper in others: their emotions, values, and worldviews. This is what creates true and memorable bonds. Think, for a moment: how many times have you been captivated by an idea, not by the sophistication of what was offered, but by the passion, conviction, and genuine intention of the presenter? When the “why” is clear, the “how” and the “what” naturally follow, transforming simple actions into meaningful movements.

The “Why” Is Not Abstract

To delve deeper into this reflection, we must remember that we live in an age saturated with information, where market competitiveness is increasingly fierce. Often, we are inundated with speeches, products, and ideas that discuss what is done and how it is done, but we rarely question what motivates the choices and actions behind these creations. The true impact — the one that creates genuine connection and transforms relationships — does not reside solely in the product, service, or technical excellence. It lies in the “why,” in the purpose that animates each movement, each decision, and each innovation.
Throughout history, great thinkers and philosophers have pondered the question of human purpose. Aristotle, for example, spoke of the idea of “telos,” an intrinsic end or objective that directs human action. For him, all things have a final purpose that guides their existence. In the modern context, this purpose reflects the motivation that gets us out of bed every day, the reason that drives us to move forward, even in the face of challenges. When we disconnect from this “telos,” we become mechanized, acting automatically and without a clear direction. However, when we rediscover it, something awakens: we begin to operate with passion, driven by an inner force that transcends the simple act of doing.
This is where the concept of identity and values comes into play. The “why” is not abstract; it arises from the beliefs and principles we carry. Companies that have clarity about their purpose are able to convey it to their employees and customers in such a powerful way that they transform their actions into something deeper. It ceases to be merely about delivering a product and becomes about creating a movement — about leading with meaning that goes beyond the physical object or transaction.

Symbolic Capital: The Essence of Purposeful Leadership

Leading with purpose is a deeply systemic practice. In behavioral sciences, we can understand this dynamic through the lens of organizational impact on power and action structures, as proposed by Pierre Bourdieu. According to him, organizations operating under a clear and cohesive purpose generate symbolic capital — an invisible but powerful force that transcends economic capital. Unlike the direct and finite transactions of financial capital, symbolic capital manifests in long-term relationships based on trust, loyalty, and inspiration, factors that become the backbone of a solid organization.
Organizations that integrate purpose into their practices essentially build a “symbolic economy.” This economy, in turn, establishes lasting ties that go beyond the pragmatism of material exchanges, anchored in recognition, prestige, and legitimacy. Here, leadership takes on a new dimension: it is not just a matter of managing resources or achieving operational goals. It is about creating meaning, fostering emotional and intellectual connections that transform the organizational culture.
This form of leadership establishes a field of symbolic power where interactions go beyond the obvious and become an essential factor for long-term cohesion and sustainability. A leader who acts with purpose generates an environment where symbolic exchanges build a solid organizational identity capable of weathering market storms and constant changes.
In the long run, the wealth of this symbolic capital reflects in an organizational culture that attracts and retains talent, not only for the financial value offered but for a resonance with the higher values of the organization. Thus, the role of the leader is redefined. They cease to be a mere manager and become an architect of meaning and a catalyst for internal and external changes.
More than ever, leading with purpose means recognizing that the true value of an organization lies in its capacity to generate symbolic capital — one that connects, inspires, and promotes loyalty, paving the way for a sustainable and prosperous future.

Beyond the Business Context: Purpose and Symbolic Capital in Personal Life

So far, we have discussed symbolic capital in organizations, an invisible force that, as highlighted by Pierre Bourdieu, is built upon values such as trust, inspiration, and loyalty. This capital is not limited to financial transactions, manifesting itself in enduring human relationships rooted in shared purposes.
But what if we look beyond the business context? What does purpose do to our daily choices, and how does it shape our personal lives? When we live in alignment with our true intentions, a transformative power is revealed. Neuroscientist Antonio Damasio reminds us that emotions are essential not only for decision-making but also for the formation of feelings about what we are thinking, choosing, and living.
Somatic markers, as he defines them, are emotional impressions stored in the brain that guide us in choices we “feel” are right, even when we don’t have an immediate logical explanation. These markers function as an emotional compass, guiding our actions in a way that aligns our choices with our purpose, which in turn reflects our “why.”
The connection between Bourdieu’s concept of symbolic capital and Damasio’s somatic markers reveals that, both in organizational and personal life, our actions are guided by invisible forces that go beyond immediate logic. Purpose, therefore, is not just a strategic guideline in companies; it is an emotional and symbolic guide for our lives, helping us create a reality that makes sense both externally and internally.
Feelings play a central role in this process. They lead us to explore our internal “territory” — the part of us that often escapes rational understanding, where our maps reside. When feelings emerge, thoughts arise as well, resulting from the emotional markers generated by past experiences in relation to the present. True awareness manifests through feelings, allowing us to perceive not only what we do but also why we act. This gives meaning to our choices, aligning them with our beliefs and predispositions, and even more deeply, with our inner “territory.”
The metaphor of the map and territory reminds us that living authentically requires us to transcend superficiality, going beyond the limited maps we are constantly creating. The true territory is vast — it is you. It is through feelings that we can access it. When we are able to see beyond the surfaces — beyond immediate desires — and connect with who we truly are, the purpose that guides our actions becomes clear.
In this sense, it is crucial to differentiate desire from will. Desire is often driven by external and circumstantial factors, while will emerges from a deep connection with our inner being and broader purposes. This distinction is vital because while desires may lead us to ephemeral choices, will grounded in a clear purpose aligns us with actions that truly resonate with our essence. The true value, both in the personal and organizational realms, lies in the authenticity of our purpose.
The integration of our feelings and purposes not only allows us to act with clarity but also invites us to continually review what we consider our purpose. Just as an unexplored territory can reveal new landscapes and unexpected challenges, internal exploration uncovers new facets of our personality, intentions, and values, opening doors for us to go beyond. This dynamic process reinforces the idea that purpose must be continuously revisited and aligned, both with our internal transformations and the external environment, so that it continues to guide our actions authentically and coherently.

“The Map Is Not the Territory; The Territory Is You”

As we have seen, these somatic markers can be viewed as part of the “map” that helps us create our reality throughout life. As I explored in my book “The Map Is Not the Territory; The Territory Is You,” it is essential to understand that the map — our perception of reality — is not the totality of who we are or what we experience. The territory is vast, rich, and complex, far beyond our limited perceptions. The map reflects our ability to make sense of beliefs, emotions, and feelings, shaping a singular reality, but the territory — our deepest essence — reveals that we are more than labels or preconceived ideas; we are the sum of the experiences we have lived and the knowledge we have accumulated along this journey.
In this context, feelings play a central role. They are the guides that lead us to explore the “internal territory,” the part of us that often escapes rational understanding. When feelings emerge, they generate thoughts that are the result of the emotional markers we form in our past interactions. These thoughts, in turn, also reflect our true essence. Here, true awareness manifests: by connecting with our feelings, we become more conscious of our actions and the reasons that underpin them. This process gives meaning to our choices, aligning them with our beliefs and predispositions, and, more profoundly, with our inner “territory.”
The metaphor of the map and territory teaches us that living authentically requires us to go beyond superficiality. The true territory is infinitely vaster — it is you. By looking beyond the surface — beyond immediate desires and daily rationalizations — and connecting with what we truly are, the purpose that guides our actions becomes clear. Thus, purpose becomes a vector that guides us not only in organizational spheres but also in everyday decisions.
To illustrate this dynamic, consider the situation of someone who believes they are incapable of leading a team. This person might even feel that they lack the talent for it or that they are unprepared, but whatever their internal justification, it all relates to the result of past negative experiences, to what lies within their territories. This limited “map” that seeks to justify everything that navigates between fear and insecurity — based on the belief that leadership is something much larger than oneself — may prevent them from exploring their true leadership potential and developing new skills. If this person does not challenge this limiting belief and allows themselves to experience leadership opportunities, their map will remain fixed, reflecting only the fragility of their perceptions. However, by opening themselves to new experiences and allowing themselves to err, learn, and grow, they begin to enrich their map by seeking much more content within themselves through concrete experiences, transforming their self-image, expanding their possibilities, and providing the courage to go beyond.
In this context are our feelings. When fully understood, they allow us to access a deeper layer of who we are. They not only move us emotionally but also help adjust the “map” we use to navigate through life, aligning our actions, choices, and decisions with the territory — our essence. By aligning our actions with our deepest feelings, we create a coherence that transforms the “why” into something tangible, as these feelings relate to our reasons, enabling us to act with clarity and purpose. It is not merely about having a clear emotional map but about connecting with the truth of the territory that we are. This connection gives meaning to life and to our daily actions.
The territory, just like our essence, is not something fixed; it is dynamic and feeds off the challenges we choose to face, the deconstruction of our beliefs, and the courage to question our own biases. It transforms as we accumulate experiences, review the world we are creating, and redefine the meanings we attribute to our experiences. This notion of continuous evolution reinforces the idea that purpose is not something immutable. Often, we believe we clearly understand our “why,” but throughout life, this “why” can change as we expand our vision, open our perceptions, and allow ourselves to explore new directions.
Thus, the symbolic capital we build, both in our personal lives and in the organizations we lead, becomes the bridge between what we do and why we do it. This reinforces the need for an unceasing quest for self-knowledge and the redefinition of purpose, which not only guides our actions but also shapes our identities and the culture we build around us.
This reflection invites us not only to investigate our internal motivations but also to consider the context around us and how our actions can resonate in the lives of others. True purpose, therefore, is not a fixed destination but a dynamic journey of self-discovery and continuous learning. It is a process where both the “map” — the guidelines and objectives we set — and the “territory” — the realities and experiences we live — guide us toward a richer and more meaningful existence. May we thus embrace this constant quest, allowing our choices to not only reflect who we are but also contribute to the transformation of the world around us.
However, questions like these arise: how can your actions and decisions transcend your own needs and aspirations? What legacy do you wish to leave? What is the reason for your choice at this moment? By engaging in this kind of introspection, you will not only find a deeper meaning in your life but also become an agent of transformation, capable of inspiring others to join you in this quest for a greater purpose.

A Journey of Constant Rediscovery

From everything we’ve seen so far, we can expand the idea that the “why” is not just a singular truth to be found once and followed forever, but rather a journey of constant rediscovery.
This phenomenon helps us understand why we often choose to follow leaders or brands not just for what they do, but for what they represent. Leaders who operate from a clear “why” are those who create legacies. They inspire trust and engagement because their followers are not only interested in immediate results but also in a shared vision of the future. This brings us to the heart of human behavior: the search for meaning.
Viktor Frankl, a psychiatrist and Holocaust survivor, is famous for his work “Man’s Search for Meaning,” where he argues that even in the darkest circumstances, it is possible to find a purpose that gives life meaning. Frankl asserts that the strength that sustains us in difficulties is not the absence of suffering but the ability to assign meaning to it. In his experiences in concentration camps, he observed that those who found a “why” to live were more likely to endure adversities.
This perspective deeply resonates with Nietzsche’s phrase: “He who has a why to live can bear almost any how.” Nietzsche suggests that the capacity to endure the “hows” – the difficulties and challenges of life – is largely determined by the clarity of our “why.” When we know what motivates us, we are more resilient and capable of facing life’s storms with courage and determination.

Practical Examples for Reflection

Overcoming Personal Challenges: Think of moments in your life when you faced difficulties, such as the loss of a loved one, a divorce, or a professional failure. Ask yourself: what was your “why” that helped you get through that period? Many people find strength in their children, an unfulfilled dream, or a passion they wish to pursue. Identifying these sources of purpose can be crucial for your resilience.
Inspiration from Resilient Leaders: Leaders like Nelson Mandela and Malala Yousafzai exemplify the strength of the “why.” Mandela spent 27 years in prison, but his purpose to free South Africa from apartheid sustained him. Malala, after being targeted in an assassination attempt for advocating girls’ education, did not give up; instead, she redoubled her efforts, driven by her belief in the right to education. Both demonstrated that the clarity of “why” not only helped them face challenges but also transformed them into agents of change.
Developing Resilience in Our Lives: As you reflect on your own journey, ask yourself: what makes you get out of bed every day? What gives meaning to your actions? This introspection can reveal hidden purposes you may not have considered, and this clarity can serve as a pillar of strength during the challenges you face.
By integrating the ideas of Nietzsche and Frankl, we realize that the connection between “why” and resilience is profound and multifaceted across every area of our lives. By exploring our own identity and the meaning we attribute to our experiences, we not only become more aware of our challenges but also better equipped to face them.
This journey of discovery is not exclusive to the individual level; it is also reflected in the organizational context. The “why” is directly related to corporate culture. Companies that clearly articulate their purpose attract people who share the same values, creating an ecosystem of collaboration and innovation. This not only fosters a positive work environment but also creates lasting legacies that transcend time.

The Dimension of Self-Transcendence

When we discuss the power of purpose, we often focus on how it motivates us to move forward, overcome challenges, and achieve our goals. However, it is equally important to consider the dimension of self-transcendence, which elevates purpose to an experience that goes beyond ourselves, connecting us to a greater meaning and allowing us to impact the world around us in a lasting way.
Self-transcendence is the ability to direct our actions and energies toward something that not only meets our individual needs but also contributes to the collective well-being. For leaders and executives, this idea becomes particularly relevant. By dedicating themselves to causes that benefit their teams, organizations, and communities, they can create legacies that go beyond personal success. It is a call to lead not only with the mind but also with the heart, guiding their decisions by a purpose that inspires others to unite around a common vision.
When a leader decides to act with a purpose that transcends their own ambitions, something powerful happens. This leader is not just a manager of results; they become a catalyst for change. The example of Martin Luther King Jr. illustrates this idea well: his fight for civil rights was not just about individual freedom, but about creating a more just and equal society. His legacy endures because his greater purpose still resonates with those seeking change and inspiration.
In this sense, self-transcendence is not just a philosophical aspiration; it is a daily practice. For instance, in a work environment, when leaders commit to developing talent and empowering their teams, they not only create a space for learning but also nurture a cycle of support and mutual growth. Every mentor who invests in the development of another professional is contributing to a culture of collaboration that goes beyond immediate goals, helping to shape the future of their organization.
Social enterprises, such as TOMS, also exemplify this practice. By adopting a business model that donates a pair of shoes for every pair sold, the company is not just generating profit; it is creating a movement of solidarity. This approach transcends the simple act of selling and transforms into a greater purpose that connects consumers to a meaningful cause.
Self-transcendence, therefore, is reflected in how we choose to use our time, skills, and influence. By doing so, we become part of something greater than ourselves. This connection to the collective not only enriches our lives but also allows us to leave a lasting legacy that echoes through generations. When we manage to align our actions with this greater purpose, we not only find meaning in our personal journeys but also inspire others to do the same.
In this way, the journey of rediscovering the “why” does not end in an individual goal but expands into a collective quest, where each action resonates beyond us. The intersection between the personal search for meaning and self-transcendence transforms life into a rich and multifaceted experience, where each of us has the power to contribute to a more meaningful and collaborative future. The true legacy of a leader or organization lies not just in personal achievements but in the ability to inspire others to unite around a common purpose that impacts the world in a lasting way.

Finally,

The question that challenges us, therefore, is: how can we cultivate the “why” in our lives and organizations? The answer begins with internal reflection, a quest for self-knowledge that echoes the ideas of great thinkers in philosophy and contemporary psychology. Carl Rogers, a cornerstone of humanistic psychology, emphasized the importance of congruence between who we are internally and what we manifest externally as fundamental to psychological well-being. Similarly, organizations that stray from their authentic purpose face disconnections between their actions and values, inevitably resulting in demotivation and stagnation.
Thus, as we dive into our internal motivators, we are challenged to reflect: how can our purpose transcend our own needs and aspirations? What legacy do we want to leave? These inquiries can guide us on a journey of self-discovery and fulfillment that not only transforms our lives but also profoundly impacts the lives around us.
I invite you, as the leader of your own life or organization, to pause and question: why have I been who I have been, am who I am, and will be who I will be? To answer this question, start with a simple inquiry: “Why do I do what I do?” This question goes beyond mere philosophical reflection; it is the starting point for a practical and meaningful transformation. It will elevate your perception of your maps and also of your territories. With this, the clarity of the “why” will help propel you beyond immediacy, beyond rampant consumerism and empty goals. It is the thread that connects us to each other on a deep level, building bonds that withstand time and adversity.
If the territory is you, which parts of yourself still remain unexplored? What do you hope to discover on your inner journey? This quest is not just an invitation to reflection, but a call to action. Embrace the opportunity to delve deeper into your essence, rediscovering what truly matters. What you discover may be what drives you to connect more intensely with your purpose and to leave a legacy that will resonate throughout your life.
I invite you to share your insights and reflections in the comments below. Together, we can create a dialogue space that transcends the barriers of common thought, touching the essence of what truly matters. If this approach resonated with you, I am here to support you on your journey of self-discovery and development, for the depth of our existence is revealed in the authenticity of our connections.

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Hello, I’m Marcello de Souza! My journey began in 1997 as a leader and manager at a large IT and Telecom company. Since then, I have led significant network structuring and optimization projects in Brazil. Driven by a curiosity and passion for behavioral and social psychology, I delved into the fascinating world of the human mind in 2008.
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