When Wimbledon accountant in London, Gordon DSilva, read the book by Simon Synek, start with why, he was struck by how important this was to his own success and wanted to bring the message to his clients.
People buy why you do what you do. Failure to communicate this means that you are converting fewer people into your business.
If you have any doubt about why you do what you do in business, I would recommend getting the book, or talking to Gordon.
One of the reason why we do what we do is because we love business and we have a short amount of time to make a difference in our businesses.