The Power of the “Why”
By Patricia Koopersmith
“United States Marines are a family bound by a single purpose: the protection of our Nation and the advancement of its ideals. Side by side as brothers and sisters, we are warriors. We welcome obstacles and thrive on challenge. Each Marine stands together as a vital part of a united force, greater than any individual and older than the very Nation we defend.”
The Military and the Power of the “Why”
When we think of the military, especially elite units like the United States Marines, we marvel at their courage and dedication. What drives these individuals to make such profound sacrifices, including the ultimate sacrifice? The answer lies in the “Why” behind their actions.
As illustrated by the quote above, Marines are a family united by a collective cause—the protection of the United States and the advancement of its ideals. Each Marine internalizes this commitment when taking his or her oath and it motivates them to go above and beyond in service to their country and each other. A Marine’s commitment to his or her oath acts as a powerful motivator, driving Marines to perform in extraordinary ways.
Applying the “Why” in Civilian Life
In a civilian’s (those who work inside and outside of government) day-to-day job, the concept of the “Why” is just as critical, though it may not be as visible. Recently, I was struck by the proactive approach taken by an executive assistant (EA) both before and upon my arrival for a meeting with her senior executive service (SES) supervisor. During my meeting, I mentioned how impressed I was with the EA’s performance. The SES praised her EA, explaining how her efficiency and dedication directly impacted the SES’s ability to lead a critical national security mission effectively.
I later shared this feedback with the EA, letting her know that not only did her boss and others like me recognize her hard work, but that her role was crucial to our nation's security. She seemed surprised and energized, not fully realizing the extent of the impact her actions had on the SES's ability to perform her duties. This experience underscored how important it is for people to understand the “Why” behind their roles. When they do, they are not just completing tasks, they are contributing to something much greater—"a collective cause.” This perspective fuels an individual’s intrinsic motivation and increases their job satisfaction.
Simon Sinek and the Biology of the “Why”
Simon Sinek, a well-known author and inspirational speaker, has popularized the concept of the “Why” through his work. He argues that effective leaders inspire their workforce to achieve great results by starting with the purpose, cause, or belief in their mission.
Sinek's ideas are rooted in biology and neurological truths. Specifically, he explains that when we understand the “Why” behind our actions, we activate the limbic section of the brain, which is responsible for our feelings like trust and loyalty. By focusing on the ‘Why,’ a leader inspires their employees to connect with a greater purpose and contribute meaningfully.
Leveraging the “Why” During Change Efforts
Change management author and thought leader, John Kotter, also highlights the importance of emphasizing the “Why” during change efforts. Kotter contends that, to achieve success, a change effort’s leader must create “a sense of urgency.” In other words, the leader must convey a clear understanding of what is at risk if they maintain the status quo. Alternately, a leader should underscore the opportunities that lie ahead if the change is successful. If they do not, stakeholders might become complacent, and this complacency will eventually derail the change effort.
In his research, Kotter found that 90% of significant change efforts that did not meet expectations lacked a clear and communicated “sense of urgency” (or the "Why” behind the effort). Conversely, in cases where change efforts succeeded, the leaders created a strong sense of urgency from the start. This urgency provided the purpose baseline for the strategy and inspired stakeholders to prioritize their time and effort on the change effort over other daily tasks.
Best Practices for Developing and Socializing an Effective “Why”
Leaders can apply these concepts and inspire their teams to conduct everything from day-to-day tasks to larger change efforts by engaging in the following steps:
Enroll and Engage Key Stakeholders: Start by enrolling a handful of colleagues who have the perspective and influence to help shape the "Why." Their input and support are crucial in ensuring that the "Why" resonates with the broader team.
Identify and Cultivate Early Adopters: Seek out early adopters within the organization—those who naturally align with the "Why" and are enthusiastic about the cause. This group will comprise about 15-18% of stakeholders. Once they are on board with the "Why," encourage them to advocate for it among others.
Be Authentic and Transparent: True success involves staying true to your core "Why" and communicating it authentically to resonate with others. Leverage impactful storytelling to create a sense of urgency around the "Why” and clearly articulate what is at stake if change does not occur.
By following these practices, leaders can inspire their teams and drive meaningful results for everything from daily tasks to major change initiatives. Understanding and communicating the "Why" is not just a management tactic—it's a powerful tool for connecting with the deep-seated motivations that drive us all.