Welcome to our newsletter! I was talking to a client recently—and someone I call a friend now—and he’s about to welcome a new baby into the world. It got me thinking about those pivotal moments in life that put everything into perspective. When we’re grinding every day, it’s easy to get caught up in the daily stress and hustle. But then something like this happens, and suddenly, it’s like someone turned on a light.
You start asking yourself: What am I really doing all this for?
It’s crucial to find your “why.”
We all need that reason to keep pushing when things get tough, but even more so when things are going well. See, success can sneak up on you; it can make you comfortable. You might loosen up, start coasting, and forget the very drive that got you here. Your “why” keeps you grounded, focused, and sharp. It’s that inner anchor that doesn’t let you drift when the waters get calm.
For me, my “why” is simple: family.
I’d give it all up tomorrow if it meant protecting the people I love. When you strip away all the material things, the opinions, and the noise, what’s left? Family. Everything I build, every decision I make, and every new opportunity I consider is for them. And yeah, money’s great—it gives us a little freedom, keeps food on the table, and lets us sleep a bit better at night. But when it's all said and done, it’s just a tool.
I’m not chasing a bank balance; I’m chasing moments—moments with my kids, dinners with my wife, time with the people who matter.
Here’s the thing about a “why”: it has to be deeper than dollars and cents.
When your only motivator is making money, you’re walking on shaky ground. Dollars can’t keep you grounded when the pressure’s on, and they can’t give you the grit to go above and beyond for your clients. But if you’re focused on creating value, on solving real problems for real people, then that’s when you’re building something lasting. And the kicker is, when you give people more than they expected, when you solve problems in ways that make their lives genuinely better, they take notice.
That’s when you become someone they trust—and they’ll pay a premium for that.
What’s funny is, much of the value we create is perceived value. It doesn’t cost us more to go the extra mile, but to the customer, it’s as good as gold. And it’s this perceived value that builds trust, that brings people back, and that makes them tell their friends about you. Building a business on a strong “why” and a genuine commitment to people—that’s the kind of success that stands the test of time.
Every move I make in business circles back to this purpose. I’m constantly looking for ways to improve, for opportunities to serve better, to flip markets on their heads and set a new standard.
So, whatever you’re building, remember to stay connected to your “why.” It’s your true north, the one thing that keeps you honest when the pressure builds and grounded when success hits. A business that’s built on purpose will last.
And that’s where the real value lies.✌️
Justin Hubbard
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