People don’t buy what you do. They buy why you do it.


Realizing the myriad benefits that come with organizational clarity requires that you be 100 percent clear on the most important, foundational question there is: What is your organization’s purpose?

It seems like a simple question, yet many organizations wrestle with it. Purpose isn’t what you do, though it’s important to know that. Purpose is why you do what you do. Why are you in business? Why do you deliver your particular goods or services? Why does your organization exist?

I invite you to consider the question for a full minute before reading further.

How did you do? If you found yourself unsure of the answer, debating between two or three options, or at a complete ...

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