Page 35 - The UnCaptive Agent

8 THE UNCAPTIVE AGENT

making money. He was driven to create an agency where
he could make his values live with his work every day.
Your why will become something that you use in
recruiting talented people to work with you. It can be
something that you use to help screen out the people
who you don’t want to be a part of your organization.
Why is very powerful, not only for you, but for everyone
associated with your agency, including the clients that
you’ll attract. So, at the very beginning of putting your
agency together, take the time to think through why.
So, there are two why’s: your personal why and your
organizational why. They may be the same but are likely
slightly different. It’s important to begin by being clear
on both.