How to Develop Your Organization’s “Why”
Why Ask “Why?”
Understanding the core purpose of your organization—the "why"—is fundamental to its success. Simon Sinek's concept of "Start with Why" emphasizes that knowing why your organization exists can inspire and drive both internal and external stakeholders. It helps align your team, guides decision-making, and fosters a deeper connection to the mission.
Why is Developing Your Organization's “Why” Important and Helpful?
Developing your organization's "why" requires an investment of time and effort, often referred to as "working on the business" rather than "in the business." This strategic focus is essential for long-term success and offers numerous benefits:
Enhanced Motivation: Employees who understand and connect with the organization's purpose are more motivated and engaged.
Stronger Brand Identity: For mission-based organizations, a clear "why" strengthens relationships with mission beneficiaries, funders, and community partners.
Guided Decision-Making: Knowing your core purpose helps in making strategic decisions that align with your mission and values.
Increased Innovation: A clear purpose can inspire innovative thinking and solutions that are in line with the organization's goals.
Examples of Effective "Why" Statements:
charity: water: "To bring clean and safe drinking water to people in developing countries." This statement is powerful because it is clear, impactful, and directly tied to the organization's mission.
The Nature Conservancy: "To conserve the lands and waters on which all life depends." This "why" is broad yet specific enough to guide the organization's diverse activities.
Doctors Without Borders: "To provide medical care where it’s needed most, regardless of political, religious, or economic factors." This statement highlights the organization's commitment to impartiality and humanitarian aid.
Helpful Tips for Developing Your Organization's “Why”
Here are some broad strategies and techniques we use to help our clients explore their purpose and craft their "why":
1. Facilitation Techniques:
Workshops and Retreats: Organize dedicated sessions where team members can engage in deep and meaningful dialogue about the organization's purpose.
Appreciative Interviews: Pair participants to interview each other about meaningful moments in their work and personal motivations. This helps uncover personal connections to the organization's mission.
Group Discussions: Use small group discussions with rotating participants to explore different aspects of the organization's impact and purpose. This cross-pollination of ideas can lead to a more comprehensive understanding of the "why."
2. Activity Ideas:
Visioning Exercises: Encourage participants to envision the future with the organization's "why" at the center. Discuss how this purpose can shape strategy, culture, and daily operations.
Reflective Journals: Provide prompts for self-reflection to help individuals connect their personal values and motivations with the organization's mission.
Visual Boards: Capture key themes and ideas during discussions on visual boards to help synthesize and visualize the emerging "why."
3. Key Questions:
What motivates you personally to work here?
What impact does our organization have on the communities we serve?
Based on our personal motivations and the impact we've discussed, what do we believe is the core reason our organization exists?
Remember: Your "why" statement should be short, ideally no more than a brief sentence. It needs to be clear and impactful, capturing the essence of your organization's purpose in a way that is easy to remember and communicate.
Final Thoughts
Developing your organization's "why" is a crucial step towards achieving long-term success and impact. By investing time to "work on the business," you can uncover a deeper purpose that enhances motivation, strengthens relationships with stakeholders, guides decision-making, and fosters innovation.
If your organization is ready to explore its "why," consider organizing a team meeting or a dedicated workshop to start the conversation. Use the strategies and activities outlined in this post to guide your process. Remember, a clear and compelling "why" can transform your organization and inspire everyone involved.
Together, we are stronger.
If you’re interested in organizational alignment or need support in balancing your mission and business strategies, we’re here to help.
Mission + Strategy is an invested thought partner to your nonprofit organization. Through our Strategic Advising, Mergers & Partnerships, and Shared Back Office service solutions, we help nonprofits achieve alignment between their mission and business strategies.
