What’s your “why” – and how do you articulate it?

You have a new business idea or initiative that keeps your mind racing all night. It’s a potential game-changer. (In your humble opinion.)

“We implement this tomorrow,” you think, pulling the covers up to your chin, a satisfied grin on your face.

Damn, you’re good.

The next day, you lay out the plan to your troops, expecting fire and fanfare. But rather than trumpets sounding in the distance, you hear something more like a single kazoo from the office next door.

The troops sit there with deadpan stares.

Even the best ideas fall flat if employees don’t understand “why” they’re doing something. Otherwise, they merely go through the motions. That’s why the story you tell internally is as important as the one you tell to customers.

After all, if your employees can’t get behind what you’re doing, how can anyone else?
Powerhouse brands like PwC and Google understand that a strong narrative unifies teams and brings focus to the day-to-day – as well as to the final work product.

For a newly formed alliance between these two brands, they wanted a storybook that clearly answered:

  • What’s one of our biggest collective fears – and how can our partnership alleviate it?
  • Why did our two brands come together at all – and where are the synergies?
  • How can doing what we do change the way people think about work – and maybe even themselves?

This storybook served as a rallying cry or employee manifesto, a reason to be. What’s yours for your business?

And is there a reason why it’s not on paper?