Why “WHY” Matters
May 22, 2014
www.npstrategies.org
Welcome
Please take a moment to capture on a piece of paper
2-3 sentences that describe your organization.
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The Golden Circle by Simon Sinek
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The Golden Circle
What
Every organization on the planet
knows WHAT they do. These are
products they sell or the services
they offer.
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OCF Roundtable 5.22.14
The Golden Circle
What
Every organization on the planet
knows WHAT they do. These are
products they sell or the services
they offer.
How
Some organizations
know HOW they do it. These
are the things that make
them special or set them
apart from their competition.
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OCF Roundtable 5.22.14
The Golden Circle
What
Every organization on the planet
knows WHAT they do. These are
products they sell or the services
they offer.
How
Some organizations
know HOW they do it. These
are the things that make
them special or set them
apart from their competition.
Why
Very few organizations know WHY
they do what they do. WHY is not
about making money. That’s a result.
It’s a purpose, cause or belief.
It’s the very reason your
organization exists.
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The Golden Circle
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The Golden Circle
“People don’t buy what we do, they buy why we do it.”
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The Golden Circle and the Cone
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The Golden Circle and the Cone
But what does this MEAN for me?
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Developing Clarity Around “Who We Are”
A “Theory of Change” makes explicit the link
between what we believe, what we do and what
results we expect because of that
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An Equation for Thinking About a Theory of Change
Putting the pieces together
• How do we create the change we
would like to see?
Who we Serve
• How is that unique?
• What about it is critical?
Success =
• What do we believe creates the
change?
A clear Theory of Change will allow the organization to
clarify its long term purpose and develop the vision and
plan to grow and “do more”.
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Example: The New Children’s Museum
NCM addresses a critical need in our society by engaging
children through contemporary art to develop the skills
needed for 21st century thinkers
Artistic exposure & engagement
NCM fills a gap in our society today providing kids with fun and engaging artistic
experiences
• Direct contact/engagement with works
of art
• Opportunities for hands-on art making
• Chance to learn directly from artists
• Insight into and practice with the
creative process
• Participation in something innovative
• Inspiration through original art
Personal successes
Critical skill development
• Sparked imagination
• Creativity
• Thinking “outside the
box”
• Confidence
• Eyes opened to new
things and new
approaches
• Increased
understanding and
appreciation of the
value of art
• Problem solving
• Interpersonal skills
• Critical thinking
• Collaboration
• Optimism
• Rewarded positive
risk taking
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What is Success?
A clear articulation of SUCCESS is critical!
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Why Do We Exist?
What is the Long Term Purpose of the
Organization?
•
•
•
•
•
Why do we exist?
What is the change we expect to create in the world?
What “end” are we trying to achieve?
What does success look like for our constituents?
What results will we hold ourselves accountable for?
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“Why” Drives the Direction
2-3 Year
Strategic Plan
• What it is we are
going to do
• How we are going to
get to our vision
• Specific goals and
objectives with action
plans, accountability,
metrics
5 Year Vision for
the
Organization
• How we deliver
on long-term
purpose in the
near term
• What we hold
ourselves
accountable to
• What we aim to
accomplish
Long term purpose
of the
Organization
• Why we exist
• The change we
expect to create
in the world
• What success
looks like for our
constituents/caus
e
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Theory of Change creates the LINK
2-3 Year
Strategic Plan
• What it is we are
going to do
• How we are going to
get to our vision
• Specific goals and
objectives with action
plans, accountability,
metrics
5 Year Vision for
the
Organization
• How we deliver
on long-term
purpose in the
near term
• What we hold
ourselves
accountable to
• What we aim to
accomplish
TOC
Long term purpose
of the
Organization
• Why we exist
• The change we
expect to create
in the world
• What success
looks like for our
constituents/caus
e
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Is Your “Why” Clear?
We’d like to hear from you…
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Questions to Bring Back to your Organizations
• Why do we exist?
• What do we believe creates the change we expect to
see?
• What does success look like for our
constituents/cause?
• What results will we hold ourselves accountable for?
• How do we deliver on our long-term purpose over the
next 5 years?
Impacts: decision-making, messaging, fundraising,
resource allocation, program evaluation…
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Wrap-up
Questions?
Thank you for your time today!
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