From his very good post, "What Can We Learn from Beyoncé?" Emphasis mine.

Having a purpose in the startup world is hard. The culture is built around ideas instead of meaning. Which is best exemplified by everyone’s two favorite questions: What do you do? and How big can this be?
Surround yourself with creators who first ask why you do it.

I've been asking this question of more and more of the folks I come into contact with when discussing a possible collaboration. I'm always surprised how few people seem to question why they're doing what they are, though I can relate - I've spent much time pursuing things for totally backwards reasons. I explored this a few months ago in relation to my experience building bikes, and have spent a lot of time in the past year thinking about how I want to address the Why of the next steps in my career. I certainly don't have it all figured out, but I definitely want to work with people who are thinking along these lines.