An often forgotten best practice: “Starting with Why”

As organizations finalize their new year strategic planning, many are now shifting toward communicating and socializing their strategic direction so that their constituents not only “get it”, but are engaged, energized and inspired to take action.

Having worked with many clients in the practice area of change management, we have learned that many organizations miss the compelling “WHY” component. In other words, organizations launch into what we’re going to do and what we’re going to achieve, but do not include as part of the communication process why we’re asking you to change, why it’s important to be engaged, why we need you as part of the process, etc.

I recently came across a great book that reminded me of the importance of the WHY. Start with Why, by Simon Sinek, argues that we all think, act, and communicate in the exact same way – and it’s the complete opposite of what we all do. He refers to this powerful concept as The Golden Circle – and it provides a framework for building organizations, executing initiatives, and inspiring people to take action.

Any organization can explain what they do and how they do it. However, few are able to articulate why they exist. It is not about profit targets (those are results), or how we’re going to achieve our goals (those are strategies). The WHY is about communicating why your organization exists, why you do the things you do, why customers buy your products, and why your employees are loyal and proud to be associated with your organization. It seems intuitive which perhaps is why it’s often overlooked!

Starting with WHY works in big business and small business, in the nonprofit world and in politics. Those who start with WHY never manipulate, they inspire. And the people who follow them do so because they want to, not because they have to.

Check out Sinek’s book. A great read over the holidays.

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