Why are you going after this new customer? Does it fit with your strategy? Is it a good fit? Or are you just trying to stay busy?
Why are you taking up this new hobby? Is it something you're genuinely interested in? Or is it something you think you should be interested in?
Why are you eating that doughnut? Do you genuinely want it? Or is it just in front of you?
Often, when we ask ourselves these questions, we find out what we're really after.