Discover Your WHY With Dr. Gary Sanchez

Posted by John Livesay in podcast | 0 comments

26.04.21

There’s a big difference between knowing your why and not knowing your why. When you don’t discover your why, you can’t understand yourself. When you don’t understand yourself, you won’t find the words to articulate your message. John Livesay’s guest is Dr. Gary Sanchez, the creator and founder of the WHY Institute. John discusses with Dr. Gary how important your “why” is in figuring out your marketing strategy. Join in the conversation and discover how you can find your “why” and why you need to!

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Listen to the podcast here

Discover Your WHY With Dr. Gary Sanchez

Our guest is Dr. Gary Sanchez, the Creator and Founder of the WHY Institute. He talks about his own personal journey, how specific pains and frustrations have been a motivator for him to create solutions. He said that sometimes the fear of looking bad causes people to say nothing, and that if all you’re saying is what you do, then you blend in with your competitors. Find out how to find out what your why is and how it can change your life. Enjoy the episode.

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Our guest is Dr. Gary Sanchez. He is the CEO and Founder of the WHY Institute. His own personal why is to find a better way and share it. How he does this is by making things clear and easy to understand. What he brings are simple solutions to help people move forward. He and his team at the WHY Institute have worked with over 40,000 individuals, as well as 500 companies, from a small yoga studio to a Fortune 500 company. He helps them get clear, stand out and play bigger. Gary, welcome to the show.

John, thank you for having me. I’m excited to be here.

Your story is fascinating to me. I want to invite you to take us back to your own story of origin. Did you grow up wanting to be a dentist your whole childhood? Was that a new thing? A lot of people may not think of dentists as entrepreneurs, but they really are. Let’s start your story wherever you want. You can start pre-dental school, in dental school, and then we’ll get to how you got to the WHY Institute.

Like a lot of people who are probably reading this, I had no idea what I wanted to do. It wasn’t a lifelong passion or dream that I had to be a dentist. When I was in college, I started with the major of undeclared. I kept that until the last possible second until I almost had an emotional breakdown or something when I had to decide what I’m going to major in. I picked Biology because that was the only thing I had a good grade in. That only prolonged it for a few short months because soon, you got to figure out what are you going to do with the major of Biology. My dad was a dentist. I knew the lifestyle and said, “I’m going to give it a shot.” Off I go to USC Dental School. I enjoyed it. I had a great time there. When I graduated, the advice that I was given from the experts at that time was to build a great product and people will come. Have you ever heard that before?

I have heard that. It’s very Field of Dreams. Build and they will come. Work hard and you’ll get promoted. Build the best mouse trap and somehow, magically people will find you.

That’s exactly it. I took that to heart and spent about twenty years doing that with my brother. We went to the best institutes. We reached the highest levels you could go to as far as technical dentistry. We built a beautiful facility. We had a well-trained team and all the latest technology. For us, that wasn’t enough because everybody says they have everything, even if they don’t. If all you do is talk about what you have, you blend in with everybody who has what you have or what you do. If I went to a cocktail party or something and they say, “What do you do?” I say, “I’m a dentist.” They say, “One of my nephews is a dentist too,” or something along those lines. I’ve spent twenty years perfecting my craft. Their nephew had just gotten out of dental school and we were considered the same. It was very frustrating. How do you stand out in this crowded marketplace? I’m in Albuquerque. There were like 600 dentists here. How do you stand out when everybody says they do the same thing? I’m guessing many of your readers have experienced the same thing.

Yes. Even if you’re not in the professional services industry like doctors, lawyers, accountants, a lot of people think of all that being the same and then that becomes commoditized. You’re an entrepreneur trying to come up with a new idea and maybe you’re trying to even get funding. If you make the fatal mistake of saying, “I don’t have any competition,” then investors say, “Then you don’t have a market.” One extreme or the other is bad. Being lost in a sea of sameness is the kiss of death. That’s the big problem that you’ve solved with the WHY Institute.

The other thing about you that fascinates me is most people would be like, “I’m going to double down, be the best dentist and figure out how to grow my practice, even though a lot of people don’t see what I’m doing is different.” You said, “I’m also going to start something called the Health Chair.” That was way before people were even thinking of that as an investment. We have beds that we now spend a ton of money on sometimes. There’s been Herman Miller of the world that companies get to spend a lot of money on fancy conference room tables and chairs. Was it from a personal pain point where you’re sitting in an uncomfortable chair as a dentist and then that led to this? Those are always the best story of origins as you’ve experienced the pain yourself.

[bctt tweet=”Fear of looking bad causes us to say nothing at all.” username=”John_Livesay”]

Pain is a motivator. Before dental school, I was very active. I was playing professional racquetball. I was traveling around the country, playing all these tournaments. I went from being very active to getting into a dental school where I sat all day long. I would show up at 8:00. I would sit in the chair until 10:00 at night, five days a week. My back was killing me. I kept injuring my back to the point where I couldn’t do much. I had to give up all the sports that I loved. All that skiing, basketball, racquetball, squash and tennis. All the things I want to do, I couldn’t do. I started going to different experts, chiropractors, massage therapists, physical therapists, acupuncture and Rolfing. I went to all these different people to try to get results and nothing would work. I learned that you could not out-therapy bad posture.

That’s like you can’t outrun your diet when people think they can just exercise to compensate for bad eating.

I was at this chiropractor’s office and he gave me this book called The Egoscue Method of Health Through Motion. It’s written by a guy named Peter Egoscue out in San Diego. It was like, “You got yourself into this and you can get yourself out.” It was exactly what I was looking for. I flew out to see him in San Diego. I went through his program. It was about a six-month-long process of straightening up your body, getting your body to function correctly, and then it would heal itself, which was exactly what happened. When I graduated from his program, I had to carry a 200-pound guy on my back through an obstacle course. No problem and I went on. After that, I played in the World Racquetball Championships. I won the World Championships. I had played 52 games in five days.

I learned the value of good posture. Good posture starts with sitting correctly. I started buying chairs. I tried to find a chair that would fit me and I couldn’t find one. I took all these chairs that I bought. I had a whole room full of chairs. I cut them apart and developed the Health Chair. The difference between the Health Chair and any other chair, when you sit down on this, it forms itself to you versus you having to form yourself to it. You push these buttons and the chair forms to you.

Would it be fair to say it’s almost like some of those mattresses that take your body shape a little bit, except yours is automated with technology where you push buttons?

Imagine looking at a regular chair that you see anywhere. Who does that fit? Nobody. It’s a universal size that doesn’t fit anybody. The chair that I developed has two individual backs that go up and down, forward and back individually. When you sit down on it, you push these buttons on the side of it and the chair forms itself to you. You can put the lumbar exactly where you want. You can have as much lumbar as you want. You can just form it to exactly how you like to sit. Periodically, you change the position, so you’re not stuck in one place. That was another better way.

The reason I wanted to talk about this before we go into the WHY Institute was that early seed of, “There’s a problem I’m experiencing and I want to solve it.” Using the skills that you have, not just as a dentist who is good with your hands and understands how the engineering of things, and that whole MacGyver description of what you did with those chairs, it’s like taking spare parts from robots and creating a new one. That led to you experiencing another kind of problem, which was distinguishing the “how do I stand out” problem. You worked with experts like Simon Sinek, figuring out the why. What you’ve done that I am so impressed with is you’ve figured out a way like you did with the chair, where you push certain buttons and then out pops up people’s individual why. You have an actual formula that’s based on that research and now using artificial intelligence to make that available for people in a whole another way.

Let’s rewind the story of, you’re on your own quest. You’re the hero in the story, trying to figure out, “What is my why? How can I explain it to people that makes my dental practice take off?” Once we hear that, then we’ll be able to apply it to whatever our business is. Let’s start with you’re on this quest. You learn some things from Simon, getting to talk with him, not just watch his talk like a lot of us, but get to ask questions and figure out your own why. What was the big click for you of, “Now that I know what my why is, that’s going to help me stand out?” How do you connect those dots?

The Egoscue Method of Health Through Motion: A Revolutionary Program That Lets You Rediscover the Body’s Power to Protect and Rejuvenate Itself

I had hired a coach previous to that. His name was John Assaraf, who you might be familiar with and the movie, The Secret. Through John, I learned how to use the internet. I learned how to do websites, SEO, drip campaigns and video marketing. I learned how to get my message out to the world. Now, I can tell everybody about how great I am, but the only problem was what am I going to say that doesn’t make me sound bad, desperate or like I need new patients. Since I didn’t know what to say, I bet a lot of your audience is this way. When you don’t know what to say, so you don’t say anything for fear, which is what I had. As a professional, you don’t want to look bad to the public by what you say.

I didn’t say anything until I heard John interviewed Simon Sinek. Once I heard about this concept of why, how and what, it made so much sense to me. I was like, “That is the missing piece. I’ve got a great what but I don’t know my why. Until I know my why, it’s going to blend in with everybody else.” I became obsessed with discovering my why. That’s when I called Simon. I said, “Simon, I need you to help me discover my why.” He said, “That’s not necessarily what I do, but let’s take a stab at it.” He and I spent about eight months together, going back through my life, looking for clues as to why I do what I do. As we kept working and working, I finally figured out that my why is to find a better way and then share it. My life made so much sense to me. That’s why I developed this chair. That’s why I’ve made the decisions I have. That’s why I haven’t made other decisions. It was all based on finding a better way and then sharing it.

Since that was the case, I went and took what Simon was trying to do and made it better. First, I went from 6, 8 or 10 months to helping people discover their why in about an hour. I can sit down with you, John, and take you through this series of questions. We could develop your why and discover your why in about an hour. I did this so many times all over the world, on stages, on Skype, in different languages that I started to keep track of all the whys that I discovered. I figured out that there are only nine different whys. That was the most important thing I discovered because once I saw that, then I could help someone discover their why in about fifteen minutes. I got more data, developed the algorithm and wrote the software to where you can now go online and discover your why in about five minutes.

Let’s take a pause on all that incredible journey from figuring out yourself, interviewing enough people, and then figuring out a way to automate it so that people can now do that. Let’s zoom out again when companies or coaches don’t know their own personal why, they have a very hard time expressing it in their marketing materials, LinkedIn profiles, and the messages when they’re talking to potential clients. Once you figured out someone’s why, the next steps are now the what fits into the why and the how much like Simon’s talk. Can you give us a story of what you did with your dental practice once you found out your why? What did you say in your marketing materials that made potential patients care that you want to know or find a better way of doing things? You had to figure out what it meant to them.

This is something I know that’s important for you, John. That is authenticity. That’s why telling a story is so important because it’s authentic. When you develop your message, it has to be real. It can’t be some marketing firm that goes into a closet and comes back out and says, “Here’s what you’re going to say, John. Here’s what I want you to talk about yourself.” That doesn’t feel good. It doesn’t feel right. It’s not authentic. It’s not truly you, so you don’t want to say it. When it comes from you, that’s the big difference between knowing your why and not knowing your why. You can not only understand yourself, but you’ll have the words to articulate your message to say it. Your branding, messaging, marketing and culture all become based on your why.

The simplest example is a radio spot that you got in millions and millions of dollars that people are going to love that will bring it all the life. In that radio spot, you’ll notice that I don’t talk at all about crowns, bridges, fillings, gum care, X-rays, pricing, none of that. It’s all based on what we believe that life is better when you have great teeth. You can’t have a good life when you have bad teeth. There are so many people who are being held back from who they were meant to be by their teeth. It doesn’t have to be that way. We’ve developed a process where they can sleep through their visits so they can get the smile they’ve always wanted smile so they can be who they were meant to be. You’ll hear that in the radio spot and it’s very powerful. Often, we get people who are coming into our office saying, “I was driving down the road. I heard that radio spot and that is me. I know I’m in the right place.”

That’s your headline on your website, “Great teeth, better life.” That is connecting the dots. You figured out that your why is all about a better way. Your better way in this case was people hate going to the dentist. Let’s not pretend that’s not a thing. They’re not only worried about paying, but they’re also worried about being scolded, “You’re not flossing enough.” You addressed all of that on your website, which then people go, “He has found a better way for me to not dread going to the dentist.” Would that be a fair connecting of the dots?

It’s very much, no scolding, no lectures, just a healthy mouth in about an afternoon.

[bctt tweet=”When you are passionate about what you do, you have unlimited energy.” username=”John_Livesay”]

People are like, “I’ll do it. Why do I need to be?” We can get into all the details. I happened to be passionate about this study as a hobby that oral health connects to your heart health. Most people aren’t even aware of that. Your premise is based on science again that you can’t be having your best life if your mouth isn’t healthy because we all know heart issues. It’s this concept of, “Why then do I avoid it?” It’s like, “Why do I avoid exercise?” You’re going, “There’s a better way to exercise. There’s a better way to sit in a chair. Now, there’s a better way to take care of your teeth so that you can have a better life.”

What I work with people on is, “We have to grab their attention.” What you’ve done is you’ve taken your why and used it to stand out from the clutter. Instead of just saying to somebody at a cocktail party, “I’m a dentist,” you’re saying, “I help people have a better life.” You might even leave it at that. They’re like, “What do you mean?” “I help people get over their fear of the dentist and the dread of it.” That is a much easier thing to remember and certainly something to look at. If you’re looking for dentists and you hate going to the dentist, he’s promising a better life. It doesn’t matter. They don’t need to know. That’s connected to your why. That’s what sticks. That’s the story that brings it together.

Here’s another way to say it that I use. Instead of just saying, “I’m a dentist,” I’ll say, “I believe that when you have your health, you have a thousand dreams. When you don’t, you have one.” I help people have a better life and reach their dreams by helping them have great teeth. We’re having totally different conversations then, “How much is a crown? How much is a cleaning?”

It’s that whole premise of, what do you notice about somebody first? Is it their smile? Is it their eyes? Is it their whatever? Your confidence level and everything gets connected to all of that. A lot of people don’t connect those dots. You’ve talked to anybody who doesn’t feel confident that they have a good smile and how that shuts them down and not speaking out. They don’t want to draw attention. They speak with their mouth closed. They’re not putting themselves out there. They’re not living their best life because of this shame and guilt around my teeth are crooked, stained or whatever the issue is that takes them away from not feeling attractive. If you can fix that, then the emotional stuff starts to come and soar.

The great part of this interview is, how do I apply this to my career? You have these nine whys. Do you find that people who have similar whys get along better? Your why is to find a better way of doing things. Mine from taking your test is to clarify. Do you find that people who like to clarify get along with people who like to find a better way of doing things? Is there any connection between the compatibility between the whys?

What we haven’t talked about yet is there’s your why, how and what. What I found is that 1 of the 9 whys is your why, 1 of the 9 whys is your how, and 1 of the 9 whys is your what. My why is to find a better way. How I do that is by making things clear and understandable to clarify like you. Ultimately, what I bring is a simple solution, which is simplify. My why is a better way, my how is clarify and my what is simplify. Your why is clarify, which is right in line with how I think. In my case, if it’s not better, clear and simple, I don’t want it. In your case, it’s got to be clear.

We’re speaking the same language. We’re just emphasizing one over the other, but it still feels like we’re in the same lane. One of the outcome is when people hire you to speak or take your workshops to all these companies. If you’re trying to get your boss to take action, promote you or approve something, and you know their why, how and what, and you phrase things in that lens, you’re not asking them to shift gears at all. I think that is the secret sauce. The other thing that you had said that I want to bring out is there are a lot of other companies that are known for testing personality types and people trying to figure out all that, but you’re not in that competitive set at all or before that. Can you clarify that?

There are a lot of great assessments out there. There’s Myers-Briggs, Kolbe, StrengthsFinder, DISC. You go on and on. They are awesome assessments. They are all about how you take action, but not why you take action. The why is the essential first step. When you are trying to figure yourself out, your culture, your marketing or your messaging, the first step that you take is discovering your why, and then everything else will make a lot more sense to you. You’re starting with your why and then your how. Your how is all these other assessments. They’re great, so you use the why first and then you see the other assessments from the perspective of your why. They’ll make a lot more sense to you. They’ll be much more valuable for you when you look at them from the perspective of your why.

Discover Your Why: Telling a story is so important because it’s authentic. When you develop your message, it has to be real.

We’re not competing with them. We’re collaborating with them. Whichever one you like the best as far as understanding your how, that’s great. That will work for you. What’s interesting John is when I talk with a lot of coaches, consultants or speakers, you hear them often refer to the why, “We love the why. We love Simon Sinek’s work. In fact, we help our clients discover their why.” I say, “That’s great. How do you do that?” They’ll say, “We read a couple of books. We talk about different things going on in their lives. We look for clues.” I say, “The client you’re working with right there, what is their why?” They’ll say, “We’re still refining that. We’re working on that.” I say, “What is your why?” They’ll say, “I’m still working on mine too.” It has become this airy-fairy, mysterious thing helping someone discover their why. If it’s that critical, how can you not know it? How can you not be clear on it? That’s where the why discovery came in. That was what happened to me. I heard so much about it from so many different experts that I have to know my why, but nobody ever helped me discover it.

In a way that was scientifically backed up and you’ve done that with the algorithm. The analogy for me is anyone building a house knows you must have a strong foundation. Anyone building a practice, whether it’s a dental practice, coaching practice, sales team, etc., you have to have the why as the foundation. If it’s airy-fairy, you’re not solid and it changes with the wind or whatever the latest trend is, then that’s not how you build a brand. I wanted to give the readers another example of using these nine whys in a format you gave yours so eloquently.

For me from taking the test, it instantly resonated. I am all about my why is to seek clarity. How I do it is teaching people how to tell stories which then creates authenticity and builds relationships built on trust. In sales, that’s what you need. The what of what all this comes down to for me is we found a better way to sell. It’s not pushing information out. It’s pulling people in with stories that target their heartstrings. That’s how I’ve processed this. It gives me a completely different framework to explain what I do.

Let me take a stab at it as well. For you, things have to be in clarity. The only way to get clear on what we’re talking about is to enhance it with a story. Your why is to make things clear and understandable. How do you do that? It was by making sense of these challenges that people are facing. It’s taking in all this information and boiling it down to the thing that’s keeping them stuck. What you bring is a better way to help them move forward, utilizing storytelling. Make things clear by figuring them out and understanding them so that you can bring a better way to help them move forward.

If someone else is maybe an engineer, they love making sense out of complex things. That’s their left brain at work. That’s their why, then they’ll have a different way of expressing that in the world. It is so valuable to all kinds of people, whether they’re entrepreneurs or big companies. Do you have a story of a big company that’s brought you in to speak and having the why, how and what formulated and not guessing at it? You have some incredible testimonials. I’m trying to get you to tell the story of one of them. I’ll let you pick.

I’ll tell you two. One quick that will bring it home very simply because everybody knows about Apple. I have not worked with Steve Jobs, but I know what his why, how and what are. His why is to challenge the status quo. How he does that is by finding better ways and what he brings is a simple solution. You see that in his life everywhere, the way he dropped out of school. He didn’t want to do it the way they said he should do it. He found a better way and snuck into the ones that he wanted to go to. He simplified the process. He found a better way and simplified it. You take his why, how and what and you apply that to Apple.

In everything Apple does, they challenge the status quo and think differently. They go into that market, whether that’s phones, computers, watches or the music industry and then they find a better way. What they bring is a simple solution where a 3-year-old and a 93-year-old can use it and do it. Their why is the exact same why, how and what as Steve Jobs. What is Apple’s tagline? It’s, “Think different.” Where do you think that came from? From Steve Jobs. His why is to think differently. All of their commercials and stuff are about thinking differently and challenging the status quo. Your why, how and what are directly related to the why, how and what of your business if you are the visionary.

As you said, people can relate to that. I want to let them have a second to digest that. When I was selling advertising and I had them as a client, they took that because my whole passion is getting people to see themselves in the story. We were talking about when you communicate and you know someone’s why, it’s much clearer. They go, “Think different, not differently.” Even that alone makes you go, “What? Are you doing something a different way?” They would show people in the ads who thought different like Picasso and you would say, “Oh.” It begs the question, “Maybe I don’t relate to Steve Jobs, but I relate to Picasso. I’d like to be the Picasso of my business, even if I’m not in the art business.”

[bctt tweet=”Pain is a motivator.” username=”John_Livesay”]

By having those kinds of people in the campaign, that’s a great example of the WHY Institute at work because it kept going. It’s not just Picasso, it’s Amelia Earhart. It’s all these people, Maria Callas. It makes you want to know their story. What I love so much about what you’re doing, what we’re doing and why there’s such synergy is, why are those three people chosen to represent think different and bring that why to life? There’s a story that you have to understand of them thinking different like Cubism in Picasso’s case or not letting the fact that you’re a woman stop you from flying and all that. That’s where people are pulled in. The same thing is true whether it’s a dental practice or a Fortune 500 company. Now, your next story.

I was called by a gentleman. He was the CEO of one of the larger investment firms, a $565 billion investment firm. I had helped him with one of his daughters, who was struggling with some things. He said, “I own about 1,500 companies. I’d like you to start working with some of them.” I said, “Okay.” The first one was one of the larger venture capital firms on the East Coast. I went out and worked with the executive team. I took the CEO through discovering his why, which was trust, creating relationships based upon trust, being that trusted source.

What they wanted us to do was redevelop their website, messaging, marketing and more specifically, their presentation deck because they needed to raise a lot of money for their next round. We did that. We went through all of their belief statements and created their tagline. Their tagline became, “Trusted relationships, better outcomes.” We redid their deck. They had all the right things. It was all in the right order to tell the story. They raised $300 million in that next week. He gave me a $10,000 tip. I’ve never had a $10,000 tip. He said, “How much do we pay you?” I told him and he went, “That’s not enough.”

Talk about over-delivery, that’s fantastic. That’s a better way to get paid is to have so much value that people decide they need to pay you more.

That was quite a fun experience. They won. We won. Everybody won. It was a great experience for us. They love the results. They’re still using it. There are lots of stories like that. I’ve done it with school systems, cities, country clubs, banks and so many different kinds of businesses. We’ve gone through this same process. Locally here, we’ve got a country club that had gone bankrupt. We went in, worked with the new owners, developed their why, how and what and used that for their tagline, website and branding. Now, they have a waiting list. It’s on fire over there. There are lots of stories that way. When you get that right, when you start with the right foundation, all the rest becomes a lot easier.

You’re cutting through the clutter. People go, “This is for me. This is not for me.” You’re not trying to be all things to all people. If people want to interact with you, there are so many options. They can listen to your show called Beyond Your Why. They can go to the WHY Institute website and take their WHY quiz and get the results very quickly. They can hire you as a speaker. Companies can put their team through your workshops and training programs. I might be missing something, but please expand if I have.

If you go to the website, there is the WHY Discovery there. You can take that as your first step, discovering your why. The next step is we have launched the WHY.os Discovery, what we call your why operating system. That’s the system that drives you, which is your why, how and what. There will be a discovery there. You can go online and discover your why, how and what. There are ways to either use that to get on the right career path or take your business to the next level, depending on where you’re at in your entrepreneurial stage. Any of those would be great.

It’s not just for yourself but for other people. There’s always an unspoken question when I’m working with salespeople that they need to address, which is, “Will this work for me?” If you’ve told a great story and people see themselves in the story, the answer is yes. They want to go on the journey. What I love and admire so much about your work, Gary, is you’ve done it for yourself. You weren’t somebody who’s like, “I’m going to figure this out and try to see if I can help coaches and their clients figure out their why.” You were like, “No, I’m an entrepreneur. I helped my dental practice soar.”

Discover Your Why: Knowing your why is the essential first step.

You’ve got a proof of concept that works for you. A lot of people might be saying, “I’m still not a dentist. I’m not as smart as Gary.” You go, “No, it works.” As you’ve listed, banks, country clubs, companies, then we start to say, “It would work for me because it’s been proven and it’s scientifically backed.” It’s not something that changes with the wind or the time of day you were born. It’s complementary to existing programs that people might have to see what personalities will work in certain cultures.

At the end of the day, all of this is helping us emotionally connect and communicate. That helps you break through the clutter, but more importantly, it makes you feel seen, heard and appreciated. That’s what the best people, leaders and companies are all doing. They pull people in. You’re doing it in such a way that’s accessible for people without them having to stay stuck in this land of confusion. I can’t thank you enough for being on the show and doing this incredible work that the world needs more than ever.

John, thank you for having me here. I’m a fan of what you’re doing. I appreciate you helping me bring this to the world. Our vision is to be that essential first step in self-awareness. Our goal is to reach one billion people in the next five years to help them discover and live their why and make decisions based upon their why. That’s where we’re headed. I would love for everybody to help us be part of this. It’s going to be a fun journey for everybody involved.

Because if you know that, then you don’t have any regrets on your deathbed. That’s what everyone’s fear. Thanks again.

Take care, John.

Important Links

• WHY Institute
• The Egoscue Method of Health Through Motion
• John Assaraf
• Beyond Your Why
• WHY.os Discovery
• Better Selling Through Storytelling Method Online Course

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