'Why' ignites motivation? 'What' clarifies outcomes? 'How' is the process? But WHEN is your point of difference? There is no doubt that we should all start at why. Why sparks the motivation for change that shapes your beliefs and defines your identity. Which is critical for behavioral change. But in my opinion, if you do not get the "WHEN" right, the "why" along with your motivation will disappear behind a sea of inevitable setbacks, energy dips, failures, rejections, hurts, and disappointments.