Why? Because Simon Sinek — who wrote the bestseller, “Start with Why,” — told us to start with that word, that’s why. “Why,” is the inspirational purpose — beyond money or profit — for an organization’s existence. The “Start with Why,” refrain has become so commonplace that “purpose” has secured a spot as the fifth “p” of marketing alongside product, place, promotion and price. However, especially when it comes to marketing mission-driven, socially impactful products, the purpose should be the last of the five marketing mix factors rather than the first. Social innovation marketers should not start with “why.” They should end with it.