You’ve probably heard coaches and mentors banging on about knowing your “Why” and how important it is.

You’ve probably taken some time to think about why you do what you do and you may have even jotted a few notes down. 

But have you actually put together a coherent flowing paragraph that lights you up, reignites your passion and gets you all fired up when you read it? Possibly not.

Knowing your “why” and keeping it front and centre in everything you do in your business is incredibly powerful. 

But what exactly is this elusive “why,” and why does it matter so much? 

Think of it as the beating heart of your business – the deep-rooted reason that gets you out of bed in the morning with a fire in your belly and a spring in your step.

Your “why” is your North Star, guiding you through stormy seas and helping you stay on course when the going gets tough. It’s the passion that fuels your business, the purpose that gives it meaning, and the driving force behind every decision you make. 

What is this Shiny Object Syndrome? 

Many of you will have experienced it but you may not have given it a name. Shiny object syndrome is when you are distracted by new (to you) ideas and plans that may appear to be better than what you are currently doing or offer a quicker route to the goal/intention you are working towards. For many, these shiny objects never turn out to be all that they had hoped and instead they act as a distraction, a waste of time and a way to keep you well and truly in your comfort zone. 

Shiny Object Syndrome (SOS) turns up in times of stress – though it may not feel like you are stressed. SOS may also have become a habit for you that a part of you finds comfort in. Following your business plan is inevitably going to lead to change and your ego doesn’t like change – it wants everything to stay the same. This upcoming change is a threat to the status quo and, as far as your ego is concerned, to your survival. This means the ego will instigate any kind of thought process and/or behaviour it can to ensure you don’t complete the plan. This is where SOS comes in. Some of you may recognise SOS as your form of procrastination. Some of you may only now be realising what you have been doing. There is no shame, blame or judgement here. It is what a part of you has done to survive, however most of you are running a business so you can flourish and thrive. 

So how does knowing your “why” help avoid shiny object syndrome?

When we know our “why” there is no doubt as to whether or not what we are doing is worth it. However that doesn’t stop the doubt turning up and/or us being affected by the stress of upcoming change. Knowing your “why” reduces the number of incidences of that doubt and stress creeping in. Reading your “why” everyday keeps you in a positive, abundant mindset where you are excited by growth and change rather than scared by it. You can use your “why” as a check in point before you decide to deviate from your plan and get seduced by the shiny objects. Knowing “why” reminds the part of you that is scared and/or doubting that your business journey is bigger than you and not just about you. 

And finally…

Knowing your “why” is not just about sticking to your business plan; it’s about infusing every aspect of your business with purpose, passion, and authenticity. By understanding the profound impact your business has on others and staying true to your core values, you’ll not only stick to your plan but also create a legacy that leaves a lasting positive impact on the world.

I invite you to take the time to explore and define your “why” and let it be the driving force behind everything you do. With your “why” as your North Star guiding you and keeping you on track, there’s no limit to what you can achieve in the world of fitness and wellbeing.

Here’s to unleashing your purpose and building a business that lights up the lives of others – one workout, one session, one client at a time. Keep shining bright, and never forget the incredible impact you’re making in the world!

Until next time,

Best wishes

Philippa x