Well, here we are. A new year and the same uncertainty. As a leader, how should you be navigating 2022?
When faced with uncertainty and multiple priorities it’s natural to want to make sense of things by focusing on where you want to go and how to get there.
Many organizations start that conversation talking about their WHAT which are the products and services the organization offers. Once they’ve communicated their WHAT, they move to their HOW which includes what makes the organization special or sets it apart from others. And finally, if at all, they get to their WHY.
The problem is, this approach is backwards. After all, an organization's WHY is its purpose or cause. It's the very reason the organization exists – it's that important.
Simon Sinek’s Golden Circle model posits that WHY is the most important message for organizational success because it inspires others to action. When you communicate your WHY effectively, it builds trust and loyalty among your team and customers and also enhances decision making.
Here are a few reasons revisiting and confirming your WHY now will ground your strategy and help you take meaningful action in 2022:
You’ve Changed
The past 20 months have changed us and our organizations. Nothing is the same as it was way back in 2019. You’ve made important shifts and innovations that have allowed your organization to sustain and thrive. Revisiting and reconfirming your organization's WHY is a way to recognize those shifts, as well as to think about how to leverage your WHY even more in service of increasing clarity and momentum in your organization and the marketplace.
Your Team Needs Purpose and Meaning
If the past 20 months have taught us anything, it’s that employees crave investment in the human aspects of work. Team members are tired, burned out and many are grieving. They want a renewed and reinvigorated sense of purpose in their work. They want social and interpersonal connections with their colleagues and managers. They want to feel a sense of shared identity. They want to be part of the WHY.
We’re Still Figuring the Next Normal Out
If ever a time called for trust, loyalty and solid decision-making it's now. Grounding your strategy, communication and leadership in shared purpose is a great way to kick off the year. Think of all the stumbling blocks you might face over the next 12 months: overcoming consumer hesitation, trying to meet demand, addressing churn in the workforce and figuring out how to retain and motivate your team. A clearly understood purpose will be your North Star as you navigate what promises to be another year of uncertainty.
Another way to ensure the actions you take in the coming year move your organization forward is to employ an Objectives and Key Results (OKRs) approach to goal setting. If your goals are inspired by your WHY and you use this method for measuring success, you'll be creating momentum twofold.
