What’s your reason for contacting that prospect?
Why do you call her a prospect anyway?
What’s your reason for sending that email?
Why will everything be okay if you can just get the word out?
What’s your reason for printing those fliers?
Why does the world need your thing?
What’s your reason for starting?
Why should people care?

It’s uncomfortable to answer these questions honestly. It’s not easy to acknowledge that what we might be after is the shortcut. The fact that it might take time to earn our way to where we want to go isn’t always what we want to hear. But if we want people lining up or beating a path to our door, we need to give them a reason.
And the magical flip side is that when we do, all we need to do is whisper. No more fliers required.