We all struggle with two things: to truly discover who we are and to understand what it is we must do. In work as well as in life, the former has to do with identity and the latter has to do with behavior. Identity in a person is called "branding" in a business. Behavior in a person is called "culture" in a business. To better understand how to work and live, how to make decisions and take action we need to establish, for ourselves, what it is that truly matters to us. What do we really value. We cannot hope to establish that without asking the question of who we are which then brings up the additional question as to "why are we?". Establishing our "who" and our "why" will inevitably lead to better choices when we are faced with the "how" and "when" components of our existence. Work is part of life. Living requires attention and it demands direction in order to have a purpose which gives us meaning.