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Recently, while working with a client, the executive team posed two critical questions: How do we lead employees to behave in a certain way? How can we lead our business to stand out in a crowded marketplace? Essentially, they were asking how to shape internal culture and differentiate themselves to customers when they appeared similar to their competition.

Though these questions might seem unrelated, the answer to both lies in the same concept: it’s not about the how or what—it’s about the why.

Understanding and articulating the purpose behind your company is key. Why does your company exist? What motivates your employees to show up every day beyond just a paycheck? What are you and your organization striving to create?

When a company clearly communicates its “why,” it connects with the part of the brain that influences behavior and builds trust—the limbic system. This approach is far more powerful than simply relying on facts, figures, or rational arguments. As Simon Sinek explains in his book Start with Why: “By prioritizing ‘Why’ at the heart of their motivations, both individuals and organizations can foster inspiration and achieve profound success.”

Having a defined “why” allows both employees and customers to deeply commit to your company’s mission. A great example of this comes from the well-known story of a janitor at NASA. In 1962, during President John F. Kennedy’s first visit to NASA, he encountered a janitor and casually asked him, “What do you do here?” The janitor’s response was profound: “I’m helping put a man on the moon.”

The janitor understood the larger purpose of his work. By keeping the facility clean, he empowered the engineers and astronauts to focus entirely on their mission without distractions. He recognized his contribution to NASA’s goal and aligned his purpose with theirs.

Imagine what would be possible in your organization if every employee believed that their work contributed to the larger “why.” What if your customers felt the same way—that by choosing your company, they were helping to fulfill a greater purpose?

Sinek argues that Apple’s loyal customer base is due to their belief in the company’s “why.” Apple’s mission is to build the best products in the world that enrich people’s lives, challenging the status quo and thinking differently. This purpose is so compelling that customers will stand in line for hours to purchase their products.

Marco van Kalleveen, in a Forbes article titled Creating Purpose in Your Business (Nov 16, 2022), states, “Having an intact and relevant purpose is fundamental to the health, direction, and impact of any enterprise.” A unified understanding of purpose prevents internal misalignment and drives momentum. When everyone is aligned around a meaningful purpose, it not only unites employees but also helps organizations thrive through challenges and change.

Clearly, having a well-defined “why” is essential to shaping employee behavior, sustaining your business, and attracting loyal customers. Investing the time, resources, and energy to define your company’s purpose is crucial. With a clear purpose, everyone can operate with the same clarity and passion as that NASA janitor.

At Leaders Team, we have a proven process to help organizations uncover and implement their “why,” ensuring that it’s embedded in the company culture and understood by customers.

If you’re ready to discover your company’s “why,” I invite you to reach out for an exploratory conversation.

THE PATH TO LEADERSHIP AWAITS. ARE YOU READY TO TAKE THE FIRST STEP?

At Leaders Team, we blend our disruptive expertise and mentoring to transform challenges into victories, paving the way for groundbreaking success. Our history of reinventing businesses across North America and Europe, including partnerships with organizations like Canada Brokerlink, Whirlpool, U.S. Air Force, and Hallmark Luxury Care Homes showcases our commitment to meeting and exceeding expectations.

Dive into a world where limitations are dismantled, and breakthrough results await. Whether you’re seeking to reshape your company’s culture, empower your team, or achieve unprecedented business outcomes, we’re here to guide you through every step.

Connect with us for a journey of transformation and empowerment. Reach out at general@leadersteam.com or schedule your complimentary consultation here. Together, let’s create a lasting impact and steer your organization towards a future filled with success and fulfillment. Visit our website to learn more about our services.