Gary Sanchez

WHY Institute Founder & CEO


Gary Sanchez

WHY Institute Founder & CEO


When we talk about WHY the WHY, we have to get into brain biology! Don’t worry, we are only talking about two parts of the brain – and they’re pretty fascinating.

Neocortex and Limbic Brain

Imagine two concentric circles: the outer circle is the neocortex and the inner circle is the limbic brain.

The inner part of the brain (note picture above) is called the Limbic Brain and the outer part of the brain is called the Neocortex.

The Neocortex can understand rational, analytical thought and language. So this level of the brain can manage a lot of data, facts, figures, and features. But, the Neocortex does not drive behavior. No decisions are made in the Neocortex.

The Limbic Brain is responsible for feelings of trust and loyalty, and this is where decision making happens. Interestingly, this portion of the brain does not have the capacity for language.

So when you ask someone, “WHY do you love your spouse?” They will say “It just feels right!” and then they justify it with the Neocortex by saying, “Well, they do this, and they do that. And that’s why I love them.”

You make a decision to buy something because it feels right and you justify it with the Neocortex. So, they feel first and then justify it with its facts, figures, and features after they have made the decision.

When you connect with someone at the level of the Limbic Brain, you are connecting with the feeling part of the brain and that’s where decisions are made. In order to do that, you have to start with your WHY.

Telling People WHAT You Believe

Your WHY is how you connect to the Limbic part of the brain, and the way you do that is by telling people what you believe.

If they believe what you believe – then it will feel right and they will join your cause or buy your product when it feels right and justify it with the Neocortex.

When you want someone to like you, hire you, or buy your product or service you have to connect on the level of the Limbic brain. This is so critical!

Think about a time when this has played out in your life, and you will see exactly what I mean.

This is why it is SO IMPORTANT to start with WHY

I was sitting at a table at an event, and we were asked to introduce ourselves around the table. The woman next to me kicks things off and says “Well, I carry an organic skincare line. My favorite product is the apricot. When you use it, it makes your skin feel really good! It’s reasonably priced, and if you want some I have a few samples with me.”

I didn’t feel compelled. Once we went around the table I asked, “Can we do that again? Can we start with WHY we are doing what we are doing and see if it feels any different to us?”

The Difference When Your Start With WHY

So I coached each of the people at the table in helping them develop their WHY. We determined that the woman with the skin care line’s WHY was to contribute to a greater cause to add value to other people. She said:

“I believe when women have beautiful skin, it frees them up to be who they are meant to be and allows them to contribute and make a bigger impact. I help women have beautiful skin with this organic skincare line. My favorites are the apricot and the strawberry because they make your skin the smoothest! I have samples here for you to try. They’ll improve your life by giving you great skin.”

Can you FEEL the difference?

Can you feel the difference and see how that connected differently to you? That’s what happens when you start with WHY you do what you do.

Once you do that, if they believe what you believe you are the right person for them. They will justify the cost and the hassles by using their Neocortex.

That’s the power of knowing your WHY.