Why are you running for office? It’s a simple question, but your answer is the foundation of your entire campaign. Knowing your “why” keeps you focused, guides your decisions, and inspires others to believe in your leadership.

As Sun Tzu wisely stated, “He who knows himself and his opponent will not be imperiled in a hundred battles.” In politics, understanding your motivations—your “why”—is just as critical as knowing your policies or your opponent’s weaknesses.

Why Your “Why” Matters

1. It Fuels Your Passion

Politics is tough. Knowing your “why” gives you the energy to keep going when the campaign trail gets hard. It reminds you of your purpose and keeps your passion alive.

2. It Creates a Clear and Compelling Narrative

Your “why” is the heart of your story—the reason voters connect with you. A strong “why” helps you craft a narrative that resonates emotionally and inspires action.

3. It Guides Decision-Making

When you’re faced with tough choices, your “why” serves as a compass. It keeps you aligned with your core values and ensures that every decision reflects your principles.

4. It Inspires Others

Voters, donors, and volunteers are drawn to candidates with a clear sense of purpose. When they understand your “why,” they’re more likely to rally behind you and believe in your vision.

How to Find Your “Why”

1. Reflect on Your Personal Journey

Your life experiences often hold the key to your “why.” Think about the pivotal moments that shaped your values and priorities.

• Example: Did you grow up in a struggling community? Did a mentor inspire your commitment to public service?

2. Identify What Drives You

What issues make you feel passionate? What problems keep you up at night? Your “why” is often rooted in the causes you care about most.

• Example: If you’re running for office to improve education, your “why” might be tied to your own experience as a student or teacher.

3. Connect Your “Why” to the Voters’ Needs

Your motivations should align with the concerns of your community. Your “why” becomes more powerful when it reflects shared values and priorities.

• Example: If you’re passionate about healthcare reform, frame your “why” around the impact it will have on families in your district.

4. Keep It Authentic

Your “why” should come from the heart. Voters can sense when a candidate’s motivations are genuine versus when they’re manufactured for political gain.

How to Use Your “Why” in Your Campaign

1. Make It the Core of Your Messaging

Your “why” should be woven into your speeches, interviews, and campaign materials. It’s the story that ties your platform together.

• Example: Instead of just listing policies, explain why those policies matter to you personally and how they connect to your vision for the community.

2. Share Your “Why” Through Stories

Stories are the most powerful way to communicate your “why.” Share personal anecdotes that illustrate what drives you.

• Example: “When I was a child, my family struggled to afford healthcare. That experience shaped my commitment to ensuring no family in our community has to make those same tough choices.”

3. Use Your “Why” to Rally Your Team

Your “why” isn’t just for voters—it’s for your campaign team, too. A clear sense of purpose inspires your staff and volunteers to work toward a shared goal.

• Example: Regularly remind your team of the mission behind the campaign and the impact you’re striving to achieve together.

Examples of Candidates with a Strong “Why”

1. John F. Kennedy

Kennedy’s “why” was encapsulated in his vision of service: “Ask not what your country can do for you; ask what you can do for your country.” His purpose-driven messaging inspired a generation.

2. Malala Yousafzai

Although not a political candidate, Malala’s activism shows the power of a clear “why.” Her unwavering commitment to education and women’s rights has made her a global icon.

Final Thoughts

Your “why” is the foundation of your leadership. It’s what keeps you grounded, motivates you to push through challenges, and inspires others to believe in your vision.

As Sun Tzu said, “Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win.” Knowing your “why” ensures that you “win first” by grounding your campaign in purpose and authenticity.

Need help defining and communicating your “why”? At Next Generation Political Consulting, we specialize in helping candidates discover their purpose and turn it into a campaign that inspires action. Let’s find your “why” and make it your most powerful tool.