Throughout our industry we place significant focus on the execution of process. This focus is directed at the granular activities that drive revenue. The HOW and the WHAT that we do is fairly straightforward and is easily grasped by the majority of people within the organization. However, it is often very transactional and allows for only marginal, incremental growth. By harnessing the power of the WHY within your organization, you can experience a more systemic and explosive growth.

The WHY provides the context and motivation for decisions related to change and opportunity. Building internal belief around the WHY excites and accelerates the individuals and teams within your company to both imagine and produce great things. Creating a WHY story provides a tangible and clear expectation for people to rally around. Tools like Cameron Herold’s Painted Picture/Vivid Vision provide a framework for the organizational leader(s) to distill the vision into clear images and steps along the pathway to success.

As entrepreneurs and business leaders, many of you understand the drivers that move you forward – from the inception of the business plan to the plans for future success. Sharing those motivations (financial goals, growth metrics, community support and people development) becomes a key component in establishing the context for the entire team. Each individual that rallies around the vision increases the velocity through collaboration to reach the defined goals. Clarity of purpose removes obstacles by centering the teams on a shared goal set. Ideas and decisions can be made through the lens of WHY by simply asking if they align to the vision of success. If they do – proceed; if they don’t – rethink and reframe.

The Purpose of your company, whether focused on carrier relationships, premier service offerings, specialized cargo or any combinations thereof, acts to focus your uniqueness and to define your brand. Marketing around the story and the unique qualities of your business helps you foster authenticity and stand apart from your competition. Know who you are, what you stand for and the WHY that drives you. Build these answers into the content and communication strategies that connect with your prospective customers, vendors and workforce.

The WHY inspires the people in your organization. It energizes them to step outside of their comforts to achieve the realization of the WHY vision. WHY narrows possible outcomes to align with the vision and simplifies once difficult decisions towards the goal.

Develop your competence in the HOW and the WHAT through training and process improvement, but drive growth and engagement through clear communication and expression of your organizational WHY.