I'm a huge, huge fan of Simon Sinek! Great video about how "The Why" was born out of pain. The Why has been a major piece in my coaching business and personal life. That is why I incorporate it in my 4-step coaching program (uncover, create, communicate and maintain).
In step 1, I work with clients to uncover what is true and unique about them by examining what are their core values, personality type, the why and their key strengths.