Most people have heard that it’s important to communicate the “why” behind an endeavor to help create buy-in. While this is true, it is even more important to know which why to communicate. There are sometimes two “why’s” that motivate us. The first is “because it’s effective” and the second is “because I’ll feel better if we do it this way.” Sometimes those two why’s line up. When they don’t, it’s usually because we have a way that worked in that past and we are not aware of a more effective method. To always assume the two why’s are the same is the root cause behind most of the defenses of status quo. Great teams always evaluate their why’s before using them to inspire others.