The Santa Barbara Web Design and Marketing Blog

In the world of marketing, personal branding, and entrepreneurship, the question of “why” sits at the very core of every successful venture, campaign, and personal journey. Today, I want to explore a powerful distinction within that question: the fact that most of us aren’t driven by a singular “why,” but rather by two separate, equally valid and necessary motivations. This insight emerged from a recent conversation I had with a fellow marketer, and it’s been echoing in my mind ever since.

Let’s dive into why understanding both your emotional/altruistic “why” and your practical/financial “why” is vital for your business, your personal growth, and your sense of fulfillment.

The Classic “Why” — Building Emotional Connection and Vision

If you’ve studied great business thinkers like Simon Sinek (not Stineck as often misstated!), you know how central the concept of “why” has become, especially in marketing and leadership. According to Sinek, people don’t buy what you do, they buy why you do it. Your “why” is the emotional anchor for your brand, the guiding light that inspires both your team and your customers.

When you have clarity about your emotional or altruistic “why,” you radiate authenticity. Your marketing becomes infused with purpose. Your messaging unites you with your ideal prospects, helping them see a mirror of their own values and dreams in your work. This resonance is incredibly powerful: people feel that you get them, you truly understand their needs and aspirations, and as a result, they trust you.

As a web designer and marketing consultant in Santa Barbara, I’ve seen this dynamic play out hundreds of times. I’ve helped nonprofits clarify their mission to drive donations, startups articulate their disruptive vision to attract diehard fans, and even local small businesses foster a community spirit that ensures long-term loyalty. The emotional “why” is the key ingredient in all of these successes. It’s how you motivate people, inspire movements, and give meaning to the work that can, at times, feel routine or transactional.

But here’s where the conversation got really interesting with my friend: your “why” isn’t always just one thing. In fact, there’s a second, equally important “why” that many of us overlook.

The Overlooked “Why” — Knowing and Honoring Your Financial Motivation

Let’s face it: even if you’re tremendously passionate about your cause or your craft, love alone doesn’t pay the bills. As my marketing buddy pointed out, entrepreneurs, creators, and business leaders often have a financial “why” that acts as a second spine for their business.

This isn’t about greed or materialism. Rather, it’s about acknowledging reality and giving yourself permission to honor your own needs. For many people, the “why” that gets them out of bed in the morning isn’t just the joy of helping clients, or the thrill of mastering a new technology, or even the satisfaction of seeing a student succeed. Sometimes, it’s the drive to create security for your family, the dream of paying off a mortgage, the hope for financial independence, or the simple necessity of keeping the lights on when business gets tough.

And guess what? That’s not only okay—it’s absolutely essential.

When you’re honest about your financial “why,” you can set clear goals, track your progress, and build a resilient business plan. You’re less likely to burn out or lose momentum when the inevitable challenges of entrepreneurship arrive. You have a stake in your own success beyond the abstract. It becomes personal. It becomes urgent.

Why You Need Both “Whys” to Thrive

Imagine two parallel tracks, both leading to the same destination: a sustainable, purpose-driven enterprise. On one track, you have inspiration, mission, and the sense of making a difference. On the other, you have pragmatism, resourcefulness, and a clear-eyed focus on financial goals.

Neglect either track, and you risk derailment.

If you only follow your emotional “why”—say, a fervent desire to make the world a better place—you might inspire a community and foster brilliant ideas… but struggle with cash flow, undercharge for your services, or feel overwhelmed when it’s time to actually run the numbers.

Conversely, if you only chase your financial “why” and ignore your deeper motivations, you’ll find it hard to stand out, hard to connect, and even harder to maintain energy when things get difficult. You’ll lack the sense of purpose that transforms businesses into movements, and brands into beloved communities.

The key is to blend these motivations. To honor both the passion that ignites your spirit and the practical needs that ensure your efforts are sustainable.

Getting Concrete: Defining Your Dual “Whys”

So, how do you go about discovering—and integrating—both of your “whys"?

The Emotional/Altruistic Why

Start by asking yourself some deep questions:

- What mission would get me up in the morning even if I had already “made it” financially?

- What kinds of problems do I feel excited or called to solve?

- Who do I want to help, teach, or inspire?

- What injustices bother me? What gaps in my industry frustrate me?

- When has my work made me feel genuinely fulfilled?

Write down your answers and look for patterns. Boil your findings down to a statement—a “North Star”—that you can reference whenever you need to recharge your sense of purpose.

Example: “I help overwhelmed business owners master web technology so they can grow with confidence and creativity.”

The Financial Why

Next, get specific about your financial needs—and desires. This isn’t just about survival, but about thriving.

Questions to consider:

- How much income do I need to feel secure and take care of my family?

- What financial milestones excite me? A new home? Debt-free living? Early retirement? Philanthropy?

- What would more money enable me to do for myself, my loved ones, or my community?

- In tough times, what kind of financial buffer would make me sleep soundly at night?

Set clear, actionable goals around these answers. Maybe it’s a monthly revenue target. Maybe it’s a funding goal for your nonprofit. Maybe it’s affording the staff, tools, or training that will let your business scale—and stress less.

Write this down too, and keep it somewhere visible. It’s not selfish—it’s sensible.

How These “Whys” Transform Your Business (and Your Marketing)

When you integrate these two reasons into the DNA of your business, everything changes:

You Make Decisions with Confidence

Let’s say you’re debating whether to launch a new course, take on a risky client, or invest in a marketing campaign. Your dual “whys” become a litmus test: Will this move serve my mission? Will it help me reach my financial goals? If the answer is yes to both, green light. If not, reconsider.

Your Messaging Gains Power

When you speak passionately in your web copy, on social media, or in workshops about why you do what you do—and also why you charge what you charge or why your nonprofit needs donations—your authenticity breaks through the noise. People know you’re not just following a trend or chasing dollars; you’re committed to a cause and to sustainability.

You Avoid Burnout

All passion and no pragmatism is the fast track to exhaustion. All pragmatism and no passion leads to boredom and cynicism. By cycling between your “whys,” you can stay motivated as the seasons of business (and life) change.

You Inspire Others—And Attract the Right People

Whether you’re hiring staff, recruiting volunteers, or wooing clients, your dual “whys” will magnetize those who resonate with both your vision and your values. People love to work with leaders who know what they stand for and have a plan for lasting success.

Real-World Example: Nonprofits and the Double Why

Let’s take the world of nonprofits, where this dual why shows up in sharp relief. Many nonprofit founders and teams are passionately driven by a mission: feeding the hungry, saving the environment, fighting injustice. This is their “why” on the heart level.

But even the noblest cause collapses without adequate funding. Nonprofits must become just as obsessed with revenue as their for-profit counterparts—crafting donation campaigns, building partnerships, demonstrating results. The savviest organizations put just as much creative energy into their fundraising as they do their programs. Their dual “whys” are always front and center: “Here’s why we exist—and here’s what your financial support enables us to do.”

A well-run nonprofit balances these two motivations gracefully. They honor the idealism of their supporters and staff, while also unapologetically pursuing the resources they need to win.

Applying the Dual Why to Your Everyday Business

Here are some practical ways you can operationalize your two “whys” starting today:

1. Vision Casting: Develop a clear and concise vision statement for both your emotional why and your financial why. Put them on your website, in your About page, and remind your team regularly. These statements build both internal alignment and external trust.

2. Routine Check-Ins: Schedule monthly or quarterly reflections where you revisit your dual why statements. Are your activities aligning with both? Are you veering too much toward one at the expense of the other? Adjust as needed.

3. Storytelling: In your marketing, share stories that speak to both motivations. Tell how your work changed a client’s life and how hitting a financial milestone allowed you to reinvest in better service for your customers.

4. Goal Setting: Split your annual goals into two buckets—mission goals and financial goals. Track progress in both areas with equal seriousness.

5. Transparency: Be open with your team, your clients, and your customers about the reality behind your business model. This deepens trust, lowers confusion or resentment about pricing, and encourages others to respect your dual intentions.

Overcoming Common Objections

Some might worry that caring too openly about money could tarnish a brand’s image, especially in prosocial spaces like nonprofits or education. But the reality is that sustainability is a virtue. As long as your financial goals are aligned with your values and mission, and pursued ethically, they add credibility—not detract from it.

On the flip side, others may be tempted to ignore their emotional why, reasoning that business should be about profits, not purpose. But in a world saturated with brands, those who lead with genuine vision and heart stand out—while the rest fade into obscurity or fall prey to constant price wars.

Conclusion: The Power is in the Combination

As you build your business, your side hustle, or your movement, remember: You are allowed to want deeply meaningful impact, and you are allowed to want financial stability and abundance. When you acknowledge and integrate both “whys,” you craft a career (and a life) of purpose, resilience, and lasting influence.

So, what’s your why? And—just as importantly—what’s your other why?

If this thought has inspired you, or even challenged you a bit, drop your questions in the comments below. I’d love to hear your take and help you clarify your path. Thanks for joining me today, and here’s to building businesses (and lives) that truly matter—inside and out.