As leaders, we spend a lot of time talking about “what” needs to change. We train people in new ways of doing things. We create clever campaigns to drive the message home.
When we aren’t obsessed about “what”, we go on and on about “how” to change things. Tactical considerations are our bread and butter.
Before proceeding down those paths, it is essential to focus on making sure employees know “why” things need to change. Without “why” as the foundation, all of our other initiatives are fruitless.
Why is important. It is in fact the starting point. Without it, our nonprofit, is just another commodity. Plenty of companies and nonprofits do what we do. Some do it how we do it. It will be rare that any can beat us at the why.
So here are a couple of intriguing questions:
- Why do we need ensure that our customers are having an amazing experience?
- Why make customers cope with the ordinary?
- Why aren’t customers more engaged with both our mission and revenue opportunities?
Our focus and day to day work should be about creating amazing “customer experiences” in this new age of consumerism. What is going on in the rest of the world isn’t lost on your customers. They are judging you based on those experiences. We can bury our head in the sand. That will only get us left behind. Our credibility as an executive is at stake.
Golden Circle – Why, How and What
Digital Business