I try to meet and talk to a lot of searchers. One thing I often ask is, who are you trying to be and why?

People are often surprised by this question. The initial question is usually met with a rote recital of what they are searching for and how they got here. I usually cut them off. No, I get you have certain experience, skills, education, search criteria and expertise and things you say you want to achieve. But I actually want to know who you want to be.

Often it shakes them. Sometimes it changes them.