Part 4/9:

To elevate the practice of goal-setting, Doerr insists on addressing the fundamental question: "Why?" This question forms the backbone of transformational teams that align their ambitions with their passions. One compelling illustration of this principle comes from the story of Jini Kim, founder of Nuna, a healthcare data company driven by a personal mission rooted in her family’s experiences with Medicaid.

Jini's journey reveals how a personal connection to a cause can inform a company’s mission and objectives. Her drive to build a cloud database for Medicaid—despite the challenges—was fueled by a profound understanding of what Medicaid meant to her family. Such a compelling why provides a springboard for organizations to set significant, inspiring, and action-oriented objectives.