Frequently educators are reminded it’s not about how to do their jobs a certain way, but why it’s important to do it a certain way. I was reminded of this from an unusual source. Advertising and business ventures focused on ‘why’ they do what they do, tied to a core value and mission, are the ones who are memorable and make their product or service about the customer, not what the company does to make money. So too, memorable educators make their purpose for teaching about ‘why’ they do what they do, about the children, their students and the learning. That’s what makes the difference. Those who focus on ‘how’ should be asking the right question. This is the video that started my thinking about ‘why’ – it’s so important.