The why comes from the past

it's who you are

it's why the organisation was founded

it's who you are as a human being

it's the thing that drives you

it is immutable

it will never change, no matter what happens in your life

it comes from looking backwards

a just cause comes from looking forwards

it is an unrealised future

that if your why were to be brought to life

in the most magical of ways

the world that would exist, would be this world

 

it is the dream

it is the fantasy

we call it vision because we can see it

 

so you have to be able to articulate

what this world looks like

in terms so clear

that other people go

"I can see it!"

"That sounds amazing!"

"Sign me up"

 

(src: Video: The Infinite Game: How to Lead in the 21st Century - Simon Sinek)

(ref: Model: Having vs finding a vision)