WHY?

Why would I write about why? Because it’s the question that’s shaped everything I do, from competing in Ironman triathlons around the World (2.4-mile swim, 112-mile bike, and 26.2-mile run, all back-to-back) to leading global teams in some of the world’s most challenging retail environments. It’s the question I ask myself when faced with challenges that seem impossible: Why can’t I do that? And then I set out to prove that I can.

That mindset—pushing boundaries, challenging assumptions, and striving for better—has driven me in business, in sport, and in life. But it’s not just about the races or the work; it’s about the lessons I’ve picked up along the way.

And honestly, isn’t everyone asking why about something these days? Who wasn’t thinking why while watching Mike Tyson and Jake Paul at the weekend? Sometimes it’s curiosity, sometimes it’s disbelief—but that why sticks with you.

1. Why are we here?

Purpose is everything. Whether it’s in sport, business, or family, understanding your why gives you focus and drive. For me, my family—especially my grandchildren, Frankie and Ben—are at the heart of my why. They’re a constant reminder that what I do isn’t just about the next deal or the next milestone; it’s about building something meaningful, something they can be proud of. They inspire me to do more, to keep challenging myself, and to create work that really matters.

In retail, the most successful brands have a clear why. It’s never just about selling products; it’s about what those products mean to people. A strong why turns customers into loyal advocates and makes all the difference between a fleeting transaction and a lasting relationship.

2. Why are we doing it this way?

I’ve always questioned the status quo. Why do we do it this way? Is there a better way? That entrepreneurial, agile mindset has been a constant throughout my career. Whether I’m rethinking customer journeys, streamlining operations, or introducing new concepts, it’s always about finding the why behind the process—and improving it.

In today’s fast-moving world, that mindset isn’t just useful; it’s essential. Industries evolve in the blink of an eye, and businesses need leaders who can adapt, pivot, and act with purpose. That’s always been my strength: seeing the opportunity, seizing it quickly, and executing it well.

3. Why do people care?

Here’s the truth: people don’t just buy products—they buy stories, experiences, and connections. Asking why do our customers care? is where the real insights come from. It’s what helps businesses create something that truly resonates.

Throughout my career, whether it’s been designing retail spaces that tell a brand’s story or launching activations that create emotional connections, I’ve seen the power of understanding the customer’s why. It’s not about selling more—it’s about meaning more which in turn sells more.

4. Why does it matter?

Breaking my back changed my perspective in ways I never expected. Competing in Ironman events taught me about endurance, discipline, and grit, but being unable to move—relying completely on others—taught me more about resilience and humility than any race ever could. It gave me a new understanding of human connection and the strength that comes from asking for help when you need it.

That experience taught me to question everything and to never take anything for granted. It’s why I’m so passionate about asking why. It’s not just about solving problems—it’s about understanding the bigger picture, finding purpose, and creating something truly meaningful.

So, why write about why? Because it’s the question that keeps us moving forward. It drives change, fuels growth, and helps us build something lasting—for ourselves, our teams, and the people who matter most. For me, it’s deeply personal. It’s about proving what’s possible for Frankie, for Ben, and for the legacy I want to leave behind.

What’s your why?

As always thanks for taking time to read my ramblings.

Love and Peace to you all

Bob

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