FTC Gary | Why Behind Everything

Finding Your Why Behind Everything With Dr. Gary Sanchez

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FTC Gary | Why Behind Everything

 

What is your “why” behind everything? You may know what you’re doing and how you’re doing it, but WHY are you doing it? Knowing your “why” sets you apart from everyone else. It helps you articulate what you believe in and attract your ideal clients, those who have the same beliefs as you. Mitch Russo’s guest today is Dr. Gary Sanchez, the Founder of the Why Institute. In this episode, Dr. Gary is going to show you how you can use your why to explode your revenue, perfect your culture, and resonate with more people more quickly. Dive in and discover what your “why” is behind everything that you do!

Listen to the podcast here:

Finding Your Why Behind Everything With Dr. Gary Sanchez

Welcome to this moment in time when you get the chill-out, tune-in, and extract wisdom you can use to grow your business with Your First Thousand Clients. If you’re reading this right now, and you have a business that needs a little bit of love, some revenues, and profits, I want you to grab my latest new product. It’s called Profit Stalking Secrets. This started out years ago as a new client assessment but it became more and more detailed as the years rolled forward. Hundreds of clients later, I’ve refined it to be what you need now to grow quickly with little investment. In fact, we use strategy instead of cash. Does that sound good to you? Great. Go to ProfitStackingSecrets.com and download your free guide. On to my guest and his incredible story.

Our guest graduated from USC Dental School in 1988 and began his practice in Albuquerque, New Mexico. Slowly and carefully, he built his practice and no matter what he did, he realized later that he was a slave to the chair. He was successful with a large practice known as a celebrity dentist but at the end of the day, he felt unfulfilled and wanted more. He started creating courses to help others but without much revenue coming from those, he then invented an office chair and found that too difficult to build a business around. Until finally, he found his calling, helping others discover their why. As the President and Founder of the WHY Institute. He’s going to show you how you can use your why to explode your revenue, perfect your culture, and resonate with more people more quickly. Does that sound good to you? Great. Let’s get started.

Welcome, Gary Sanchez to the show.

Mitch, thank you so much for having me. I’m excited to be here.

My pleasure, Gary. Readers, I got to be fair and tell you in advance that Gary and I have some history together. Gary hired me many years ago to help him in the initial stages of building the WHY Institute, which was named something else at that time and that’s when we became friends. We’ve stayed in touch over the years and now Gary has embarked on something completely new. That’s why I invited him to the show. Gary, let’s go back in time a little bit and tell us how this all got started for you.

You’re an expert in your field, but other people don’t know that. Click To Tweet

I graduated in 1988 from USC Dental School and the advice of the Guru’s told me at that time was, “Build a great product and people will come.” Have you ever heard that?

Too many times.

Go out and do the best job that you can and people will naturally and mysteriously find out about you and they’ll come to see you. I did that. I spent twenty years going to the best institutes, studying with the best mentors, hiring an awesome team, building a beautiful facility, and getting all of the latest technology. I had all the right stuff. When I say that, I did take it to a high level. We had half-day staff meetings every week for two years to develop our policies, systems, and processes so we could deliver on what we said we could do where most dentists were spending twenty hours a year doing continuing education, I was doing over 200 hours. I would fly in whoever was the best at what I wanted to learn and they would stand over my shoulder and work with me so I could deliver on the promises that I said I could do.

I did build a beautiful product but I can tell you that having a great product is not enough. It wasn’t enough. What I found was people didn’t want to talk about their teeth. They didn’t want to go to a party and say, “Look at the new crowns Dr. Sanchez made for me.” They wanted someone to say, “You’ve got a great smile,” and then you say, “Thank you.” My practice became more and more refined but it wasn’t growing. I wasn’t getting new people coming to me. People began to expect the type of service that we delivered and they weren’t telling others about me. I became disillusioned. I couldn’t believe how hard I had worked and not got the results that I thought I would. I can imagine some of your readers are feeling that same way, wouldn’t you think?

I do. Do you think all dentists share the same problem? I know you’re more highly evolved than many. What is your take on that?

FTC Gary | Why Behind Everything
Why Behind Everything: Everybody knows what they do. Some know how they do what they do, but very few know why they do what they do.

 

I don’t think so, especially in nowadays world, it’s different even now because of all the corporate dentistry but most get out and they’re so deep in debt that they want to start working. They want to start going, “I need some income,” so they embark on that first and they get worked to death. It’s not as glamorous or as much fun as it used to be because of all the debt that they’re in. Debt is not fun. We both know a lot about debt.

Absolutely. What we’re talking about is a business but what I want to focus on now is the state of mind that you are in. It sounds like, in the beginning, like most new dentists would be, they are excited about your opportunity and anxious to get going but you did something different as you pointed out that many dentists do. You aren’t content with putting people in a chair and drilling teeth. You kept improving it, refining it, learning, buying new equipment, and experimenting to do things better. What I find interesting is that you probably didn’t know your why back then but when you look back now, do you see exactly what your why was in your past activities?

That’s for sure. We’ll talk about that because as I became an expert in dentistry, like so many of the entrepreneurs and business owners that are reading, you’re an expert in your field. You know you’re an expert, but other people don’t know that. That’s exactly what happened to me. As my practice kept getting more and more refined, it kept getting smaller and smaller. My disillusionment came with not getting the kinds of results that I thought I should. Some dentist down the street was way busier than me, doing better than me, and I put so much more work into this. That’s when I went out and I hired a coach. I knew there had to be a better way. I was either going to quit or I was going to find a better way. I went out and I hired a guy named John Assaraf.

He was in the movie, The Secret. He was the guy with the vision boards that took over a RE/MAX Real Estate Company that was failing and built it from nothing to $1.4 billion. He went out and sold it, and went back and figured out why he was so successful. His book was called, The Answer, and it was exactly what I was looking for. I hired him as my coach and through John, I learned how to use the internet. I learned how to do websites, drip campaigns, SEO, videos, and copywriting. I learned how to get my message out to the world. Now I could tell everybody about me but the only problem was what am I going to say. What am I going to say that separates me from everybody else who does what I do? What are your readers going to do to separate themselves from everybody else who does what they do?

Since I didn’t know, I stayed quiet. What I didn’t want to do was to sound bad, desperate, or I needed more business, so I stayed quiet until I heard John Assaraf interview Simon Sinek. Simon Sinek wrote the book Start With Why. He developed that Golden Circle Concept, why, how, and what. For those of your readers who don’t know that concept, let me go through it with you. He says that everybody knows what they do, “I’m a lawyer, I’m a doctor, I’m an entrepreneur, I’m a dentist.” Some know how they do what they do. By how, we mean, what are those proprietary processes that you do that you think to make you different?

He says, “Few know why they do what they do. By why, we mean, what’s your purpose, cause and belief? It’s the inspiring companies like Apple, Southwest Airlines, and Harley Davidson, inspiring people like Martin Luther King and Steve Jobs that start with their why. They tell you how they do what they do and lastly, what it is they do that connects to you in a completely different way that allows you to make a decision to buy their product, join their cause, and buy their service.”

When I heard that, I was like, “That is what I was missing. That’s what I don’t have. I know what I do but I don’t know why I do it. I don’t know what makes me special. I don’t know what my gift is. I don’t know how I can stand out from everybody else who does what I do.” I became obsessed with discovering my why. Mitch, I’m always in search of a better way, so I called Simon and I said, “Simon, I need you to help me discover my why.” He’s like, “I don’t do that but let’s try to figure it out.”

He and I spent about eight months together, going back through my life trying to figure out the pattern for why I did what I did. We started in the present and went all the way back to when I was a little kid looking for this pattern. My life has always been about finding a better way and sharing it. I invented a chair and I’m sitting on it now. For people that sit all the time, it’s called the Health Chair. I started fitness challenges for everyday people as a better way to get in shape. My life has always been about finding better ways. That is what my why is. It’s to find a better way and share it, which happens to be your why as well. I took what I applied from John Assaraf and Sinek. I rebranded and reworked my messaging and my marketing all around not what I do, but why I do it.

Instead of talking about crowns, bridges, and fillings, I talked about what I believe. I believe that life is better with great teeth. In fact, you can’t have a good life with bad teeth. When the messaging all came together, that’s when my practice took off. We became clear on our mission, our message, and who it is we want to attract. That’s when things changed for me. We went from 46 new patients a month to 35 to 45 new patients a month and in our practice, new patients are worth about $6,000. It’s significant for us. Most fun, most satisfaction, most new patients, and most enjoyment. The same thing can happen for your audience if they get clear on their why.

I completely understand the course since I’ve worked with you and I’ve been through the process. To summarize, by knowing your why and sharing that instead of the benefits of the products you sell, what you’re doing is you’re bonding with people on a much higher level. You’re bonding with them on your and their mission together as human beings. The nice thing about this, as I understand it is that you’re also sharing what is not your why. That absolutely separates the people who are not your ideal clients from you. It makes those who are, feel more special because they now know that they are directly connected to the person who shares their passion. Is that a summary of what you said in some way?

Clearly and authentically tell people why you do what you do. Click To Tweet

Right on the money, when you articulate what it is you believe, you attract those people that believe what you believe. Those are your ideal clients. Those are the ones that get you, appreciate you, value you, refer to you, and pay their bills on time. Those are the ones that you want and the way you do that is exactly what we said. It’s by telling them what you believe. If you’re looking for people that believe what you believe in, you don’t even know what you believe? How are you going to do that? When you know your why that will give you the words to articulate what it is you believe in and we’ll do this in the next section. I’ll take you and the audience through this process so they can feel it, see it and get it.

Gary, let’s dive in here. What are the components of building or understanding someone’s why?

Let me tell a little bit more of my story because that will dive into it. Once my practice took off, I started getting calls from other dentists wanting me to help them. I’m in a lot of study groups, so they saw as my practice took off, they’re like, “How did you do that? Can you help me do that?” I started working with dentists and I worked with about 150 dentists so far. I started getting calls from lawyers and I’ve worked with over 100 lawyers. I started getting calls from chiropractors and financial groups. The business has started getting bigger and bigger and now I’ve worked with over 500 companies from small yoga studios to $500 billion companies helping them get clear on who they are and how to articulate their message.

In doing that, I had to help people discover their why. Once I figured out my why I figured out the process for helping others discover their why. I would do this with anybody who would let me. If you were sitting next to me on an airplane, I was going to help you discover your why. If you’re sitting in my dental chair waiting to get numb, I’m going to help you discover your why. I did this on stages and on Skype all over the world. I did this so many thousands of times that I’ve started to notice patterns, trends, and similarities. Like your readers who are experts at what they do, they see things that the person is not an expert doesn’t see.

I started to see these patterns and trends and I figured out that there are only nine different whys and that was the most important thing that I discovered. Once I saw that there were nine different why’s I was able to help someone discover their why in about fifteen minutes. I was able to teach this process to other and others and that’s where you and I connected a few years ago, where, at that time, I knew of the nine whys but it had to be done one-on-one.

Once I saw that, and I started to gather more and more data, I developed the algorithm and write the software where now you can go online and discover your why in about 5 to 7 minutes. There are 1,500 possible question options that I’ve developed but I use logic-based programming so you’re only going to have to answer about 10 to 12 questions to discover your why. It’s super accurate, simple, and easy to use but you will have the words to clearly and authentically tell people what your why is once you’ve taken the WHY Discovery. That’s what I’ve developed and now we can scale, bring it to the world and help anyone who wants to know their why discover their why. How valuable is a concept that you can’t do anything with?

Not valuable at all.

It makes you think, but when it comes time to doing something with it, you can’t do anything with it and that’s how I felt when I learned about the why, how, and what. I was like, “That is valuable. That is something I need to know.” When it came time to it, I was like, “I need to know my why. What’s my why?” Every coach consultant and guru talks about the value of knowing your why. I no longer needed to know about the value of knowing my why. I knew there was a lot of value in knowing my why but unless your why, what are you going to do with that?

I’m with you. 100%. Here’s another element of this. Here’s what happened for me, after you and I work together and you helped me uncover my why it was a ripple into the past. All of a sudden, everything started to make sense. This is a sad example. I was married at one point and my wife would come to me to have a chat about a problem. The problem I had and didn’t realize it is that as soon as she told me what her problem was, I am trying to solve her problem. This is so frustrating to somebody who’s wanting to be heard and wants to chat but my why is the same as yours, Gary.

It’s to find a better way. I couldn’t help it. I’m saying, be careful readers. Once you find out your why you may want to start thinking about some of your behavior patterns and see how they fit. That’s another reason when I look back and say, “Why do I do what I do now?” It’s because of that same exact reason. I was grateful that you helped me with that and it’s since become integrated into my own practice as well. When I work with new clients, the first thing I do is send them to your company to make sure that we are starting with their why before we do any work at all on building your business.

You are right on track because that’s exactly what happens with people. Once they discover their why, it’s like this movie starts to play inside their brain. They go, “That’s why I did that. That’s why I didn’t do that.” “That’s why that didn’t work. That’s why that did work.” The decisions you make or don’t make become so much more obvious to you when you see them from the perspective of your why. Everything I’ve done is about finding better ways and sharing them. We can’t stop it. You can’t turn it off. You go to bed thinking about a better way you wake up thinking about a better way and you didn’t choose it. It’s just the way it is. If you know what it is, if you know what your operating system is, and this is something we haven’t talked about yet and that’s your WHY Operating System. That’s your why, how, and what. I’m going to, I’ll take you through developing your why operating system now if you want.

Let’s do it now.

Let me help the readers first. We said that there are nine whys. I’m going to go through those nine why’s with you because it’ll be critical that you understand them in helping Mitch to develop his why Operating Systems. The first why is contribute. To contribute a greater cause, add value, and have an impact on the lives of others. These are people that want to help. They don’t have to be the thing, but they want to be part of it and contribute in a meaningful way. The second why is trust. To create relationships based upon trust. To be the trusted source, to be the one that others can count on if you can count on them, and they can count on you the sky’s the limit. If you break their trust, that’s a big deal.

FTC Gary | Why Behind Everything
Why Behind Everything: Become clear on your message and who it is you want to attract.

 

The third why is to make sense. To make sense out of things, especially if complex or complicated these are great problem solvers. You can pretty much dump all of your stuff onto them and they’ll quickly synthesize it down to that thing that’s keeping you stuck. They help you understand it so you can move through it or so you can move forward. They help you move forward by helping you solve your problems. The fourth why is, better way. To find a better way and share it. This is Mitch and I’s why. We are great at innovating things. We’re great and taking something that’s already there and finding a way to do it better. Maybe not so much inventing it but improving upon what’s already been done.

The fifth why is, right way. To do things the way in order to get results. These are structure, process, and systems people. They are all about getting predictable results by following what works. The sixth why is challenge. To challenge the status quo and think differently. Think outside the box. Imagine extraordinary. Do things differently. Don’t follow the rules. Do it our own way. Who says we have to follow and do it that way? This was Steve Jobs’, Herb Kelleher’s, and Richard Branson’s why. They all think outside the box.

The seventh why is mastery, to seek mastery and understanding. These are people who like that depth, breadth, and detail. They take the simple and they make it complex by diving deep into it. For you and I is three steps to cook a scrambled egg for them, it’s 28 steps because they know everything about every step. The eighth why is clarify. To make sure things are clear and understandable. They have to be crystal clear.

They’re that person that sits on the fence until they get enough information to understand it to where they’ll take action clearly. The last why, the ninth why is simplify. To make things simple and easy to understand. These are the ones that take the complex and break it down to its simplest form because when it’s simple, we can all do it. Don’t give me the fluff, don’t beat around the bush hit me with the facts. Those are Nine whys.

If you heard Gary go through this, you might be thinking to yourself, “I have a little bit of everything here. Yes, I need trust. Certainly, I need to find a better way. I’m all about mastery, simplification, and clarity. How does that relate to my why?”

That’s exactly right. One of the nine whys is your why. One of the nine whys is your how and one of the nine is your what. My why is defined in a better way. How I do that is by making things clear and understandable and ultimately what I bring is a simple solution to help others move forward. I do that everywhere I go. I’m always about finding a better way. It’s got to be clear and it’s got to be simple. Let me take a stab at yours.

This is what your why is. I know your why is to find a better way but your how is to find to make things clear and understandable. What you bring is the way to move forward, where I’m a little torn if your how is make sense or clarify. What I know about people with the how of clarify is they’re typically longer in their writing than shorter because they want to be clear. They want to give you specific instructions on how this is to be done. It’s clear, so there’s no misinterpreting this. That’s where your clarify is instead of makes sense.

Contribute to a greater cause; have an impact on the lives of others. Click To Tweet

You’re right because I look back and reflect on the fact that I’ve written two books. I’ve written more than two, but the two books that most people know about are basically blueprint-style books. They’re how to do things in a clear, precise, step-by-step, simple process way and that’s to clarify. That does make sense to me and it’s what I do even now when I work with a new coaching client. I make sense of what is going on, and clarify the more relative elements of their activity to then focus on their why and deliver higher quality, better experience to their clients and customers.

Here’s how I would say your why, how, and what. The why is to find a better way and share it. How I do that is by first getting clear on what we’re talking about and getting clear on the steps that we need to take. Ultimately what I bring is the right way to get results, to get predictable, and consistent results. It’s got to be better, clear, and deliver results. That is what I’ve known and seen in everything you do, including being on this podcast, because when I look at the instructions, I have never seen instructions like yours, anywhere. That was three pages or something of, “You’ve got to do this, you’ve got to have this, you’ve got to know this, you’ve got to look at this, and here’s what I’m going to ask.”

It’s so perceptive. You’re right, Gary. It’s clear to you because you’ve had thousands and thousands of people through your process. Pattern recognition is one of the great signs of intelligence. That’s why we’re here to recognize patterns and classify them so we can reduce decision-making to simplified patterns of thought. I love the way you said it. My process is to find a better way and share it. How I do that is to first get clear on the steps to take and what I bring are better results based on that.

Your why is to find a better way. How you do that is making things clear and what you deliver is the right way to get results.

I got that now. Thank you so much.

Your why, how, and what are also your decision-making process. If I were to present you with an idea, “Mitch, I’ve got this idea. Let me share this with you. It’s not better, and it’s not clear, and it doesn’t deliver the right results. How do you feel about it?”

Weird.

What if I said, “Mitch, let me share this amazing idea with you. Let me show you how it’s better than what’s currently being done. Let me show you how it’s clear and let me show you how it’s the right way to get results.” how do you feel about it?

I’m ready to go all in.

If I were working for you, let’s say and I had a thought that I want to share with you if I don’t show you how it’s better clear in the right way, you’re not interested. You’re going to say, “Come back with something else. Change it to this. Come back when you know this.” I now know exactly how to talk to you. Let me talk to your audience again. Let’s say I was wanting to sell something to Mitch. I know exactly what he’s looking for. I know the words that I need to say for him to understand what I’m talking about.

If I don’t show him how it’s better, clear, the right way, he’s not going to agree to it. He’ll be wishy-washy, “Let me think about it. I’ll get back to you.” I know exactly how to move him forward and I also know exactly how to design a program for him. Let’s say I was going to coach Mitch. I would know what needs to be in that program, the way it needs to be articulated, and what I need to deliver to him for him to be happy with it. Does that make sense?

It makes a lot of sense, but I’m going to play devil’s advocate. Once you go through this process as a student of the process itself, once you discover your why, how, and what, that’s you. What about the thousands of people who are in your customer base? Do you have to go through this process with every one of them, so you know how to present what you do? Is the alternative to simply be true to yourself? Share your how, why, and what, and resonate only with those who also resonate as well with that same pattern.

Let’s talk about who Mitch’s ideal client would be. Mitch is looking for somebody who’s looking for a better way. Mitch is not looking for somebody who has the why of trust, let’s say because maybe they want to get into how does everything feels. “I want you to hold my hand. When I’m not feeling good, I want you to sit and talk with me. I’m not as much about the results as I am about the relationship that we’re having.” You’re like, “I don’t have time for that. I’m looking for somebody who wants to find a better way. They want some clear direction and they want to get some predictable results. That’s who I want to work with.” Is that right?

That’s 100% correct.

FTC Gary | Why Behind Everything
Why Behind Everything: When you articulate what you believe, you attract those people that believe what you believe. Those are your ideal clients.

 

You don’t want the one that’s not interested in that. When you articulate what you believe, you attract to you those that believe what you believe and you don’t attract those that don’t believe what you believe. You are correct in saying articulate your message, so the right person finds you. Once they find you, do you want to speak your language or do you want to speak their language?

That’s a trick question. The reason I say it’s a trick question is because I can only speak my language. I can’t speak their language.

At this point, maybe you can’t. I do this all the time. Before I talk to anybody, I have them discover their why so that I know exactly who I’m talking to. I know the challenges they’ve been facing. I know the words they’re looking to hear. I know what they’re not wanting to hear. I know if they’re the right fit for me. I know exactly how the conversation is going to go if I know there why. I do this all the time. This will probably be interesting for your audience.

Most of the business that I closed for the WHY Institute is at a social event because I’ll meet somebody or somebody will introduce me to somebody else. I’ll give you an example. I was having a beer with a buddy and his friend joined us. He said, “Gary, have you told Matt about this why thing that you do?” I said, “No, I haven’t.” I’ve met him once before. I said, “We haven’t talked about it.” I said, “Instead of me telling you about it, let me just have you discover your why, and then we’ll have a conversation about it.”

I sent him a code and he discovered his why while we were sitting there having a beer, and his why came up trust. I started telling him about the challenges that come with that why. The good things and the bad things that come with that why because every why has good things and bad things. One of the challenges that come with that why is that if you don’t let people know how important trust is to you, the odds are they are going to break your trust because they don’t know.

You and I might do something we think is better and they look at it as, “You lied to me. You didn’t tell me all the truth,” or whatever that is. He said, “That’s exactly what just happened to me today.” Turned out he’s the commander of the Air Force base here. He said, “That actual thing happened to me today. We need you to come to work with all of our servicemen. They need to know their why, how, and what because we need to be able to communicate at a deeper level.” He hired me to come work with the Air Force because he discovered his why. I knew exactly how to talk to him. I spoke his language.

As I bring a new client on board, the first thing we do is send them over to your company and it’s a low-cost process at $47. They go through this quick process, come back, and then tell me their why. Now I’m set up to work with them just as you described.

You know well that you have this unfair advantage because you know all the nine why’s. You were there when we developed all this. You could probably get a refresher, but it’s super helpful for you to know what they’re looking for.

This is the most important part of this and I need to make this distinction. You can’t do this with everyone in your prospect base. There’s no point in that. Instead, we want to do is turn this completely upside down and be super clear about our why, how, and what so that we are only attracting those people who resonate with that message. By the way, the close rate, attention rate, and success rate of the clients you work with will be higher because of this resonance between you and them based entirely on their why.

I also want to make it clear. There are lots of other psychological factors that come into play and this and that, but this is like a cheat code in a video game. With about 30 minutes of work, you will understand more about yourself than any other 30 minutes you might spend unless you’re smoking ayahuasca something. I don’t think you smoke ayahuasca, by the way. I’d like to, but I’ve never done it. The bottom line is that this is a powerful tool to gain insight into not just your why but how your mind works. If you go back far enough, I know I have, when I look at my life go all the way back and unravel some of the things that were pain points in my life, I started to see how they related to my why. They were pain points because of my why. I found that to be fascinating.

Create relationships based on trust. Click To Tweet

I want to add something to what you said because it’s important. There are some awesome assessments out there. There’s StrengthsFinder, Colby, DISC, Myers-Briggs, and on and on. They are super valuable and well done. Those are how you take action and not why you take action. If you start with your how, you’re not starting at the right place. If you’re using a GPS system and you don’t know where you’re starting from, how valuable is that going to be? When you know where you are and you’re starting from the right place, that is your why. You’re not going to build your message, your brand, and what you say around your Myers-Briggs or Colby or StrengthsFinder, but you better build it around your why. That’s where it comes from. Steve Jobs’ why was to challenge the status quo and think differently. What is the tagline for Apple?

Think different.

Where do you think it came from? That’s the power of knowing your why. Your messaging, branding, what you say, and how you attract your ideal client, everything comes from knowing your why. When the question becomes how, how do I find my passion? How do I know what direction to go? How do I know where I fit in? How do I know how to attract the right new clients? How do I build my brand? How do I build my culture? The answer is your why. That’s where it comes from.

Every aspect of it comes from your why. That’s why it’s so powerful to know your why first, and then the rest come next. We didn’t get to talk about this yet, but my vision is to be the essential first step in self-awareness. When you’re trying to figure out who you are, the first assessment you need to take is knowing your why, then the other assessments will make a lot more sense to you when it comes from seeing them from the perspective of your why.

In fact, I also want to reverse it a little bit. If you’ve already done the other assessments and then you discover your why, they’re going to make a whole lot more sense to you because it did for me. When I went back and I looked at my StrengthsFinder, and of course by then, I already knew my why, the whole thing became more powerful for me as well. Gary, we’re at the point in the show where we’re going to shift gears a bit here. Let’s talk a little bit about you. This is going to be fun because it plays into a lot of what we’ve already been talking about and that is who you admire, maybe even admired the most ever in life. Here’s the question. Who in all of space and time would you like to have one hour to enjoy a walk in the park, a quick lunch, or an intense conversation with?

I was thinking about that. The one that I came up with is probably not one that others consider as somebody they would like to talk to. For me, it would be Superman.

Tell me why.

Superman has that hidden power. He’s got that superpower. Imagine Clark Kent sitting here next to me, he’s mild-mannered and meek, and you don’t know who he is. When he takes off his shirt and his jacket and underneath, you see that S on his chest, you know that you’re dealing with the Man of Steel. He’s got all these amazing gifts and talents. I believe that each one of us also has that. When you know your why, you will see your superpower. You will see that special thing that you have. I would love to talk to Superman and say, “What was it like for you to know you had this, but you had to keep it hidden? What was it like for you when you get to be you?”

That’s what happens to us when we get to discover our why. Discovering your why does not make life easier. Superman’s life was not easy. Because you know what your gift is, oftentimes, it can complicate life because it will make you wonder, “Am I on the right track?” “Is this what I should be doing with my life?” “Is this where I should spend my life?” “What I’m currently doing?” You may have some challenging decisions that come up because of that as Superman did. What was that inner turmoil that he had, even knowing he had all these special gifts?

Clearly, what you’re describing is a conversation where you would want to understand what he went through and probably want to understand, to some degree, what his why is as well so that you could better understand, even though it’s fictitious, his mission, which is interesting. I’ve now asked this question over 250 times with the 250 plus guests. One guest reversed the tables on me and said, “Mitch, who’s your person?”

I surprised myself because immediately, what came to mind was Captain Kirk. I said, “Captain Kirk is the guy who I admire the most for his leadership, psychology, and decision making.” That person said to me after we had this conversation, “Yes, that’s who you are. You’re Captain Kirk. I love that. That was cool.” Your choice being Superman would become an incredible conversation, but it would also expose to Superman why he does what he does, too. That’s an interesting concept, right?

Yes, for sure. If I had to guess, I would say his first why is contribute. That’s what I would say he want. He doesn’t have to be the focus because he plays Clark Kent. He doesn’t need the attention, but he wants to help in a meaningful way. He wants to be part of other people’s success. He wants to be part of helping other people when they’re having challenging times, and then he disappears. He doesn’t need to be in the news.

What’s interesting about this in a sense is that he had some choice, but when you are given a gift, the world expects you to use it. I want to tell you one quick story. It’s a little bit of a tangent. I have a friend and his name is Robert Preston. He was a child protégé on concert piano and graduated at the Juilliard School of Fine Music in New York as summa cum laude, the highest possible ranking you could get. Forty years later, he had appeared all over the world. We were on a photography trip together. I turned to him and I said, “What an amazing life you had. It’s incredible that you were given this gift.”

He stared at me in silence for a few minutes and he said, “Yes, but what happens if I wouldn’t have chosen that?” I said, “What do you mean?” He goes, “Everybody expected me to be a concert pianist, whether I wanted to or not. Where was my choice in the matter?” I realized, he didn’t have one. Superman didn’t have one either. How do you resonate with your gifts? It’s another incredible reason why knowing your why will help you make sense of your mission in a way that I don’t think you could have before. I’m glad you said Superman because it makes a lot of sense to me.

It helps you figure out which lane you should play in, where you have unlimited energy. You and I will find a better way for people all day long for free because we cannot stop ourselves. We do it all day, go home, and then do it all night because it’s where we play at our best. That’s our lane to plan. It also tells us where we shouldn’t play. If someone asked you to be on their board and your position on that board is not about helping them find a better way, how do you like that? I don’t care.

I’ve been there and in frustration, I’ve walked out of board meetings because I was not allowed to share a better way. I said, “I’m done. There’s no need for me to be here.”

Here’s the other thing for your audience to know. You and I talked about this before, which is I retired being a dentist. That was a lane I needed to leave years ago and I knew it. I had it figured out. I only worked three days a week there. I had people that did everything for me. I walked in and did my dentistry, and I’ve already done $500,000 of everything. The dentistry wasn’t the hard part. I was making good money working only three days a week. I could have ridden it out and said, “I’ll just keep doing this and do a little bit of this and a little bit of that.” Like Superman, I didn’t feel like I had a choice. I feel like I have to bring this to the world. It’s my mission. If I don’t, I will have regrets, so I walked away. This is all I’m focused on 100% in my team.

We have this incredible navigation system built-in and it’s called feelings. What it comes down to is when I am in my lane and I am there to help someone find a better way or I am finding a better way, my feelings kill me. I’m on track because I feel joy and excitement. We could do this all day long, go home, and do it again because it’s energizing. That’s why we are extroverts. People energize us. Right, Gary?

Yes, for sure.

That’s part of what we love to do so we can be there to share. You and I can go on and on about this, but I do want to ask you the second question, which I get a feeling I know what the answer to is anyway, but I’m going to ask it because it’s relevant. It’s simple. It’s the change the world question. What is it that you were doing or would like to do that truly has the ability to completely and utterly change the world?

Imagine if 1 billion people know their why, clear on what they should be doing, have their passion, and are on the right track. What would that look like? What would that feel like? That’s my mission. I want to help 1 billion people to discover, make decisions, and live based on their why, and that’s what I’m going to do. For those of you that are reading, I love for you to be part of this. If you know somebody that I need to talk to, somebody that can help move the needle forward faster, I would love to connect with you.

Mitch, I know you and I are going to do some things together and I’m excited about that. That’s why I’m doing this. I’ve seen what it’s done for me, for you, and for thousands. I’ve done this with over 50,000 people. I love the results that it’s helped them. Clarity is king. When you’re clear, you can move fast, make decisions, and do what’s right for you. My mission is to bring the why, how, and what to the world in a simple, clear, and better way. That’s what I’m going to do.

Gary, what is the website that people can go to in order to find their own way?

Go to WhyInstitute.com. There’ll be a little button there that says, Discover Your WHY. This is the gift that I’m going to give to everybody. If you use the code PODCAST50, it will give it to you at half cost. You and your spouse can do it together. You and your significant other, your child, or co-worker can do it together. You will have that clarity. You will get to experience what we’re talking about. You will have the words to go with the feelings that you may have now. “I might know my why. Maybe it’s this.”

That doesn’t do you any good. Knowing your why will allow you to walk, talk, see yourself, and articulate your gift differently. It will help you write your resume, connect, and attract the right people to you. It does many things for you, but you got to know it. Don’t kind of know it or think you know it. Know it. You’ll do that when you discover your why. Go to WhyInstitute.com, put in PODCAST50, and you’ll get it at half price. Be the best money you can spend.

I will be using that code quite often going forward. Readers, if you do this and you would like to drop me a quick note and say, “Mitch, I enjoyed the conversation with Dr. Sanchez. Here’s my why,” I will write back to you. I would love to chat with you about your why as well. You can always send me an email to [email protected]. I am here for you. I’d love to find out what your why is and I’d love to hear how you use it and maybe even have you on the show.

Gary, this has been great. Thank you for your time. Thank you for sharing this hard-won wisdom. This has taken you a decade of discovery to figure out and finally, to have simplified it and co-divide it to the point where anybody can have this information in twenty minutes is amazing and wonderful. I am certainly a proponent of what you’re doing and a testimonial for the value it’s provided me. Thank you for this incredible time together and I can’t wait until we get a chance to talk again soon.

Thank you, Mitch, for having me.

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