04 Roadmapping Purpose
‘Why?’ can be a question that executives have trouble answering, while it is the most essential one. Sometimes, they haven’t given it much thought. The request to innovate or build talent comes from senior management in an effort to ‘join the club’. Sometimes, it is something you know you just have to do without knowing why exactly you are doing it and what exactly you are trying to achieve. But expressing it clearly is fundamental.
In the words of the chief of staff of a CEO office I worked with: ‘See, I told you somebody was going to ask ‘why’ we want to innovate.’ Clearly articulating the why is essential to: (1) avoid mission drift and (2) engage people. Results will not be achieved without sticking to the course ...
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