We’ve all heard it a thousand times—“find your why.” But does this phrase even hold any weight anymore, or has it just become empty advice? While it might sound like yesterday’s news, here’s why your ‘why’ remains more relevant than ever—and why ignoring it could mean missing out on real fulfillment.

My own journey to discovering my “why” has been influenced by my experiences and the path I took to break free from traditional expectations. Growing up, I was taught that my focus should be on family above all else. I was expected to follow a specific path, one that didn’t include ambitions or personal dreams. While I love my family deeply, I knew I also had a purpose that needed to be fulfilled. Over time, I came to understand that my calling was to inspire other women like me to follow their dreams and build lives of freedom, balancing both purpose and family.

I’ve encountered setbacks, doubts, and expectations that I should “just be grateful.” I’ve been called romantic, idealistic, and patronized for having dreams of my own. But what truly brought me happiness was embracing my own purpose and using it to empower other stylists to discover theirs. Today, my “why” is to inspire personal stylists to break out of limiting beliefs, to create their own lives of freedom and impact, and to lead with their unique stories. I don’t just style or teach styling anymore; I help others discover the deep “why” behind their work.

Discovering My Own Why
My journey into styling began with a love for helping others see themselves in a new light. I believed I was helping clients find colours and styles that made them look good, but it was about so much more than appearance. It was about empowerment, self-acceptance, and connection with one’s authentic self. Each time a client’s face lit up when they saw themselves anew, it confirmed for me that this work was about building confidence from the inside out.

After my younger brother’s passing through suicide, this mission took on new meaning. He had always taken pride in his appearance, but in his final months, he stopped caring. It was a painful reflection of his inner state, and it underscored the importance of helping people reconnect with their own light. This realisation has fueled my desire to help other stylists create meaningful transformations, not just for clients but for themselves. I want them to know they can build a career that is not just financially successful but also deeply fulfilling.

Why Your “Why” Matters
Uncovering your “why” as a stylist is more than just a feel-good exercise; it’s the backbone of a purposeful business. When you’re clear about why you’re in this profession, it resonates with clients. They feel it, and it builds a deeper trust and connection. This clarity can guide you through tough times, anchor you in authenticity, and help you attract clients who align with your mission.

When you’re anchored in your purpose, you also find resilience. Knowing your “why” brings stability when setbacks come because you know your work goes beyond numbers and into creating real change.

A Client’s Journey to Discovering Her “Why”
One of my clients, Cathy, exemplifies this journey. She came to me after leaving a corporate marketing role that had once been fulfilling but ultimately left her drained. Initially lauded in her position, she was eventually shifted to a role she struggled with, which took a toll on her confidence. After leaving, she chose to retrain as a personal stylist, but a year into her practice, she was having difficulty connecting with clients.

When Cathy came to me, I could see she was hiding behind standard “stylist speak” about empowerment. Her messaging didn’t resonate because she was still grappling with her own confidence issues and lingering hurt from her corporate experience. I guided Cathy to explore what was really holding her back. We worked through the emotional pain and limiting beliefs from her past and identified her deeper purpose.

The shift in Cathy was nothing short of miraculous. As we uncovered her true “why,” her content became authentic and compelling, reaching the women who needed her most. Today, her posts on social media are vibrant and impactful. She’s gone from strength to strength, helping women like herself—those who feel lost or undervalued in corporate roles—realise that a career setback doesn’t define them. Instead, it can be a stepping stone to something greater. Cathy’s “why” has become the cornerstone of her brand, and watching her transformation has been a true joy.

How to Find Your Own Why
If you’re not yet sure of your “why,” that’s okay. Finding it is a journey. Here are a few prompts to help you start:

1. What moments in your work feel most fulfilling? Think of the times when you felt deeply connected to what you do. These moments often hold clues to your purpose.

2. Why did you choose to become a stylist? Reflect on what drew you to this profession. Was it simply about fashion, or was it about helping others see their true selves?

3.What impact do you want to have on your clients and community? Visualise the transformation you want your clients to experience. This vision often reveals your “why” and clarifies your unique contribution.

4. Who inspires you, and why? The mentors and figures you admire can reveal values and passions that may be guiding you unconsciously.

Bringing Your “Why” to Your Clients
Once you discover your “why,” let it guide every part of your business. Share your mission in your messaging, let your values inform your approach, and don’t hesitate to talk about what drives you. Your clients want to connect with someone who’s passionate and authentic, not someone who hides behind generic words. Cathy’s journey shows us that authenticity connects deeply and that your story has the power to attract the very people who need your work.

If your purpose is to empower, let that shine. If it’s to help people express themselves fully, make it central to everything you do. When clients feel your authenticity and see your purpose, they’re drawn to work with you—and your business flourishes.

Embrace Your Why—and Watch Your Impact Grow
Your “why” is what makes your work uniquely yours. It’s the foundation of an impactful career that reaches beyond transactions and into real transformations. When you’re clear on this purpose, you’re not just a stylist; you’re a leader, a source of inspiration, and a force for positive change.

Reflecting on my own “why,” I see that my mission is to inspire stylists to break free from limiting beliefs and create lives of freedom and purpose, while balancing family and career. My own journey was a long one, and I know what it’s like to be told that your dreams are “too idealistic.” But discovering your “why” means finding the strength to go beyond those limits and lead with your heart.

Your “why” is what connects you to your work and your clients. It’s what makes you a visionary, creating a ripple effect of confidence and empowerment in everyone you serve. I encourage you to dig deep and find your own purpose. As you do, you’ll see that you’re not just building a business—you’re building a legacy of authenticity, resilience, and inspiration.

Just like Cathy, you can turn a misstep into a stepping stone, and a setback into a success. Your “why” is your guiding light. Let it shine, and watch your impact unfold.