In Simon Sinek's book, "Start WIth Why" he explains that people don't buy WHAT you do, they buy WHY you do it.

He also says, "without WHY, any attempt at authenticity will almost always be inauthentic".

This explains that the WHAT is just the vehicle in which we deliver our WHY.

For real estate agents the WHAT is selling homes. The WHY might be to help families realize their dream of homeownership.

For someone going to the gym, the WHAT is the exercise. The WHY could be that their father died at 50 of a heart attack and they want to remain healthy.

Or in this case, when I interviewed Nate and Griff of Mojave Brewing Company, Their WHAT was brewing beer. Their WHY was creating a community feel where families and customers finishing their day could come in and enjoy the atmosphere while having a pint or 2.