Being creative entrepreneurs, there's a lot of talk about understanding why you do what you do. I've talked a lot about it in this podcast over the years. I've read the books, listened to the talks, and done the work to "start with why," as declared by Simon Sinek. But this morning I had an epiphany: Somewhere along the journey, I forgot a valuable lesson. It had nothing to do with my why. It was that I actually like doing what I do. I know, complete shock! Sure there are challenges, inadequacies, and the daily bouts with imposter syndrome, but the more I produce creative work for my business and for others, the less need I have for a concrete understanding of "why" and a greater desire to shout "why not."