Why do SoTL—and why now? This chapter turns the focus to you and aims to help you think deeply about the things that matter to you so that the SoTL you do is meaningful. People come to SoTL for many reasons: curiosity, a desire to improve teaching, or simply the need to reconnect with purpose. Wherever you are in your journey—just starting out or re-energizing—reflection is at the heart of SoTL. The chapter invites you to consider your identity, your discipline, your career stage, and the communities you belong to. These aspects shape not only what questions you ask, but also why those questions matter—to you and to others. Reflection in SoTL isn’t just personal; it extends to students, peers, institutions, and even society. The chapter offers prompts and activities to help you pause, think, and write about what motivates you. Sharing these reflections with colleagues can make them even richer and contribute to transformational ’significant conversations’. By clarifying your “whys,” you’ll be better equipped to design meaningful projects that grow from your values and provide genuine learning opportunities.