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Chapter Two - Every Significant Achievement Starts
with A Powerful ‘Why’

People don't buy what you do, they buy why you do it. -Simon
Sinek

The reason why you are in business.
The WATERFALL system starts with ‘WHY’

This is the most powerful driver of entrepreneurship because
whatever the reason for going into business if it is strong enough,
you will be able to go through brick walls to get your goals.
There is a technique called the power of ‘5 WHYs'. It is a process
that has helped large corporations create multibillion pounds
value. The process is so simple that people discount it as another
fad, I implore you not to make the same mistake. This technique
was described in Taiichi Ohno’s book ‘Toyota Production System
Beyond Large Scale Production’ Get the book if you can but
anytime I recommend a book, I always tell people they are not
allowed to get that book until they have got mine first ‘Goldmine of
Your Mind-Your Fast Track to Abundance’ It is free on my website
but you will just pay a token for shipping and handling. Get it here:
Go to www.mbckonsult.com and go to the page that says ‘Get my
book free’
What is your dream about your business? Ask yourself WHY 5
times to find the reason why you are pursuing that dream. It may
just reveal your inner motivating factor that you never realized
existed. The energy you get from this exercise will surprise you.
So, write down the WHY of your business as part of this exercise
and ensure you make it as big as possible. Bill Gates's big ‘WHY'
was to put a computer on every desk in every home in the world.
This was at a time when the size of the computer was so big that
you will need a crane to move it! If your dream doesn’t scare you.
then you are not dreaming big enough. Make sure thinking about
your WHY gives you excitement, energy and then focus. I am
going to talk about this later in this book.
In my course and seminars, we do this exercise with others and it

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