When we start working with a company on closing the strategy-to-performance gap, the very first question we now ask is "Why does the company exist?' Very few companies are able to articulate the reason clearly. Most will say that they exist to make a profit, or create shareholder value; some will even provide their vision statement. The point is that people be they employees, consumers or investors tend to gravitate towards those companies with very clear definitions of why they exist.
The importance of understanding "why a company exists' was once again brought home to me when I took time out and asked it of our consultancy business Valufacture Solutions. We had lost sight of the 'why' we exist and had got caught up on what we offered our clients which was impressive or so we thought. In other words in selling to prospective clients we would start with our offerings, how they could help the prospect which was after all why we were there. We got it back to front. Starting with the reason 'why' we existed was so much more inspiring both for ourselves and for our prospects. Now I remind myself every day 'why we exist' and make sure that our work reflects that.
So, if you haven't done so, take time out and ask yourself 'why does your company exist' and see if your answer is truly inspiring.
Yours in execution.
ian
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