In this motivational business talk, Toby Potter (the Unshakeable Investor) argues that the three‑letter word “why” is the most powerful lever in sales, leadership, and any professional relationship. He explains that most people focus on products, roles, or responsibilities without ever uncovering the underlying reasons why a prospect needs a product, why a client seeks a service, or why an employee joins a company. By asking a concise set of six to seven probing questions, a seller can fully understand a prospect’s why, craft a solution that truly empowers them, and close deals more effectively. Potter also stresses that communication must be a two‑way street: not only must you learn the other party’s why, but you must also clearly articulate your own why—why your offering solves their problem. When both sides share their why, relationships become empowering, conflicts are reduced, and success in sales, leadership, and personal life is amplified. The talk ends with a call to adopt this why‑centric mindset to elevate performance across all domains.
Chapters
I want to talk to you real quick about a 3-letter word, a 3-letter word that most people miss when trying to resolve sales, business communication. So I want everybody to say, why? See, that 3-letter word is the most powerful word in business, and we all miss it. See, we get into sales, we get into business leadership, we get into a position of authority, and we never fully understand the reason why. The reason why somebody is needing a product. The reason why somebody is needing a service. The reason why somebody came to work for us. We get so caught up in the product, we get so caught up in the role and the responsibility that we never discover that person's why to solve the problem. And when we fully understand the why, when we fully understand their why, we can create a solution that empowers them. We can create a solution that they run to the hills with. But we miss it every time. We never stop. We never ask and we never understand their why. And here's the even the bigger point. When there's a conflict, when there's a conflict, we never explain to the other person our why. It is so important. It is so valuable For us in communicating, whether it be sales or be leadership, relationships, why do we stand in this position? Why do we sell this product? Why are you calling me for my services? And it only takes 6, 7 questions to fully understand that person's why, to fully understand what they're truly looking for. And when we do that, we can solve problems. We can solve their issue and create an empowering relationship. See, one of the things that we, that I teach is fully understanding the why. Fully understanding what they're needing and why that is so important, how that's going to empower them, how that's going to take them to the next level. When we fully understand the why and can share the why— see, it's got to be a two-way street. I need to understand your why, what you're looking for, how you— how it's going to impact you. And then I need to explain to you why what I offer will get you there. In doing that, your success will soar in all aspects of life— relationships, business, sales, doesn't matter. Truly understanding the why will take you to the next level in the world. Thank you very much. My name is Toby Potter. I am the Unshakeable investor, and I'm here to take you to the moon and back.
