A great question I learned from Seth Godin is asking: what’s it for?

The book you’re buying—what’s it for?

That certification you’re trying to earn—what’s it for?

Is it the credibility that goes with having read this or obtained that? If so, that’s just a signaling strategy—though possibly a necessary one.

What about going to medical school and getting an MD—what’s that for?

Is it to get the credibility and authority that goes with the letters after your name? Is it to keep the generational legacy going…even though you’d rather be teaching?

Or is it to actually learn how to help people lead healthier lives?

Back to buying a book—what’s it for? What am I hoping to get out of it? An answer to what I’m supposed to do with my life? Knowledge that I can use to help myself or other people?

Or that certification I’m thinking about. Am I doing it because it actually helps me get where I want to go? Or am I doing it because it’ll look good on a resume?

Begin with the end in mind. That’s where this question leads you.

Begin with the end in mind.

If you don’t know what you want or where you’re going, how will you know what that “thing” is for?