Your what is not your why

Dan Salva
3 min readMay 21, 2020

Imagine you are the premier manufacturer of premium widgets. I’m not talking about those run-of-the-mill, wholesale club models. I’m talking about the Cadillac of widgets. Titanium plated with an x-347 polymer coating. You know, top-of-the-line. So is what you do (making really kick-ass widgets) your reason for existing?

Imagine saying that out loud. My reason for existing is to make top-of-the-line widgets.

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Dan Salva

Dan is an expert brand strategist and author of the book Big Audacious Meaning — Unleashing Your Purpose-Driven Story. He is a founder at Will & Grail.