Every organization knows What they do. For an organization, these are the products they sell or the services they offer.
Some organizations know How they do what they do. They may call it their ‘differentiating value proposition,’ ‘proprietary process’ or ‘unique selling proposition (USP).’ The Hows are an organization’s strengths, values or guiding principles. These are the things they feel set them apart from their competition; the things they think make them special or different from everyone else.
Very few organizations can clearly articulate Why they do what they do. Why is a purpose, a cause or a belief. It provides a clear answer to the questions, ‘Why do you get out of bed every morning?’ ‘Why does your organization exist?’ and ‘Why should that matter to anyone else?’
Making money is NOT a Why. Revenues, profits, salaries and other monetary measurements are simply results of what we do.
The Why is about our contribution to impact and serve others. The Why inspires us.