Very few organizations or people know why they do what they do. Very few can answer the question: why does your organisation exist? 

why is the most important message that an organization or individual can communicate as this is what inspires others to action.

why is how you explain your purpose and the reason you exist and behave as you do.

Successfully articulating your why is a very impactful way to communicate with your audiences, define your particular value proposition, and inspire them to act.