Culture in any organization can be difficult to define, as well as communicate. The issue of defining and explaining culture in a family business is even more complex. At the same time, leaders in a family business have a responsibility to not only define and explain culture, but to also equip themselves and the next generation to lead through culture changes. It’s complicated for the family and for those in the organization outside of the family, isn’t it? At the same time, the WHY Institute believes that knowing the WHY of the company, it’s leaders and those who make up the organization is an important part of sustaining a family business for future generations. The WHY Institute founder, Gary Sanchez, was inspired to reach out to Simon Sinek after his famous TED Talk to ask how a person goes about discovering the WHY. Simon didn’t know, but supported Gary in his efforts to devise a scientifically sound way of discovering your WHY. Today I have a conversation with Dan Dominguez of the WHY Institute. Dan shares his experiences in working with family businesses, and the individuals within those organizations, on discovering their WHY, their how and their what. Each leads to greater clarity and ability to communicate the mission and vision to employees as well as ideal clients/customers.