A guide to talking about our why
In 2009, Simon Sinek published Start with Why, a book I've gifted to friends and clients more than any other. The reason is simple: when companies can clearly align their work with a meaningful purpose, their employees become more engaged.
And why is employee engagement so important? Because it’s the top driver of a company’s success. Engaged employees bring these key benefits:
• Increased Productivity: Engaged employees are motivated to take initiative and go the extra mile, leading to higher productivity. Their dedication often results in more efficient problem-solving and execution.
• Improved Retention and Lower Turnover: When employees feel valued and connected to their work, they’re less likely to leave. This reduces turnover, saving companies the cost of recruiting, training, and onboarding new hires.
• Better Customer Satisfaction: Engaged employees are more enthusiastic and dedicated in their roles, which shines through in their interactions with customers. This leads to better service and higher customer satisfaction, fostering loyalty.
Engagement is the foundation for success in any company.
So, how do we help our employees connect with the greater why?
Well, if we work in certain fields, it’s pretty easy. Doctors and nurses understand their why. Teachers, soldiers, firefighters…they all know their why.
But what about our company? Here’s a guide to learning to articulate your organization’s why:
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If you’re working in certain jobs you know what your purpose is. Healthcare, for instance, has a tremendous “why.” Teachers, police officers, and firefighters, all have an easy time articulating their purpose.
But what happens if your ‘why’ isn’t that simple? Here’s a guide to help you and your team have a purpose that goes beyond just making money.
Forget about your product or service. Instead, think about the impact your organization has on real people. And then talk about the impact and the people who’s lives have improved.
Dentists give people their smiles back.
A person with bad teeth is afraid to smile. The dentists fix that.
Talk about improved smiles
A mortgage isn’t a mortgage. It’s a strategy to help you get into the home of your dreams.
Talk about the home of their dreams.
A cell phone plan isn’t a contract with a number of minutes, it’s a way to check in on those we love to make sure they are safe.
Talk about keeping loved ones safe.
A judge helps people accused of a crime to get a fair hearing, which is the foundation of fairness in our society.
Talk about the importance of fairness.
A financial advisor helps people prepare for a pleasant retirement instead of scrambling to pay the bills after retiring.
Talk about the importance of a pleasant retirement.
Notice in every instance the focus is on the client or customer, not the product or service. As much as we are enamored with our products, the everyday customer is not. In fact…they barely know we exist. The “why” is about relieving the customer’s problems and helping them to live a better life. Mortgages and cell phone plans aren’t interesting unless we connect them to real life needs.
