Find Your Why
Many people come to us because they are familiar with the work behind
Find Your Why. It introduced a powerful idea: When people understand their purpose, they are more motivated, more aligned, and more fulfilled in their work. Peter Docker co-authored that work alongside Simon Sinek, helping organisations and individuals clarify what drives them.
Find Your Why
In 2017, Peter together with David Mead, teamed with Simon Sinek to write a book based on Simon’s concept of WHY. Find Your Why has sold well over 660,000 copies and is published in 26 languages worldwide.
What We’ve Learned Since
Many organisations are clear on their purpose — yet still experience:
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hesitation in decision-making
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people holding back
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reduced ownership
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misalignment between intention and action
Not because people don’t care. But because of the conditions they are working within.
These conditions influence how people respond in everyday moments — especially under pressure.
And over time, they shape what actually happens inside the organisation.
From Purpose to commitment
Knowing your purpose creates clarity. But clarity alone does not drive action. What matters is commitment — the decision to act, follow through, and take ownership, especially when it’s not easy. And commitment does not exist in isolation. It is shaped by the conditions people experience every day.
People may understand the purpose —and still hesitate.
They may believe in the mission — and still hold back.
Not because they don’t care. But because the conditions around them influence whether they feel able to step forward. Because behaviour is not driven by purpose alone.
It is shaped by the conditions people are working within —
and those conditions determine whether commitment can show up in action.
Where Our Work Focuses Today
Our work at Jumpseat Leadership builds on this foundation. We focus on helping organisations understand and improve the conditions that shape behaviour — especially under pressure.
This includes:
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how safe people feel to speak up
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how decisions are made
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how ownership is experienced
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how teams collaborate when it matters most
The Fear Index Assessment™ helps make these conditions visible — revealing what may be limiting performance and what is enabling it.
*Leading from the Jumpseat and Jumpseat Leadership Ltd. is not endorsed by Simon Sinek or Simon Sinek Inc.
A Different Kind of Question
The question is no longer only: “What is our why?”
It becomes: “What are the conditions shaping whether our why comes to life?”
The connection
The work behind Find Your Why helps people understand what drives them.
Jumpseat Leadership focuses on what enables them to act on it.
Together, they highlight something important: Clarity of purpose is powerful.
But it is the conditions people experience every day that determine whether that purpose is realised.
Moving Forward
Today, our work centres on helping leaders:
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see the conditions shaping behaviour
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understand how those conditions influence performance
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and strengthen the practices that allow people to contribute at their best
Because when the conditions are right, purpose is no longer something people talk about.It becomes something they live.