The two most important days of your life are the day you are born and the day
find out why” – Mark Twain

“Finding your why” has been a popular catchcry since 2009 when best-selling author Simon Sinek coined the message: “People don’t buy what you do, they buy WHY you do it” in his book Start With Why.

Companies like Zappos, Lego, Apple and Virgin truly inspire. Businesses like these create movements, they are different and they change things.

Your “why” is about having vision not only for your business, team and patients – but also your community and industry.

You may not know it but as a leader you will already have a set of values you aspire to each and every day. Just say they are honesty, integrity and credibility. Every day you decide whether they come into play. You decide whether you will be truthful in your decision-making process and to yourself, whether you do the right thing by yourself and others, and whether you do it with the best intentions. That’s it, it’s that simple.

But some dentists I speak with about values, purpose, “why” and vision think it’s all a bit “woo woo” and it doesn’t equate to their bottom line.

However, purpose-driven businesses are not only more profitable but they are also more fulfilling to those in them.

You see, when you communicate your “why” (that is your purpose and why you do what you do), you will attract others who believe the same thing – including staff and patients.

If these people already believe in you, what you do and why you do it, they are already converted. If you hire by your values, you will get a team who is also dedicated to your business and cause.

And all of this means more ideal patients (the people who trust what you say, pay their bills on time and sing your praises to anyone who will listen) and a happier more productive team.

This is where you’ll see a boost in your bottom line.

So what is it about companies like Apple and Zappos that sets them apart? Let’s take a look.


CEO Tony Hsieh is one of the most inspiring people in the world of business. Using the company’s values, Zappos became a thriving international online shoe store and in 10 years it grew from very few sales to more than $US1 billion in annual revenue. The company says it was driven primarily by repeat customers and word of mouth, but core values also played an integral part in its growth.

Zappos is known for its amazing customer service and their core value is to deliver happiness. They are not in the business of delivering shoes, but in the business of making people happy.


Those who have used Apple products say they will only ever use Apple products. The Apple “alliance” makes up millions of people around the world who share the same views on the successful company and revolutionary products. Of course, Apple products are so easy to use that an 18-month-old or a senior citizen can navigate them easily. But there is something else that ties these people together. It’s the belief that when you buy an Apple product you are buying a way of thinking and an experience. This is what binds the alliance together.

The company’s vision is to “think differently” and always challenge the status quo; that people with passion can change the world. And that’s exactly what they’ve done.

So what is your vision for your dental practice and how can you integrate your values into all that you do, including dental practice management and systems, and your dental marketing strategy?