Once you know “what”, then you need to learn “why”. 

What you believe is important. Why you believe it is just as important. 

What you care about is important. Why you care is just as important. 

What you are passionate about is important. Why you are passionate is just as important. 

What your customers, friends, and family want and need is important. The “WHY” is just as important. 

There are always outside influences, and those variables can change everything.