Strategy & Organization July 2017

The WHY strategy: there is no strategy without meaning

In our changing business environment we need new strategic reasons to exist

The WHY strategy: there is no strategy without meaning

The WHY strategy: there is no strategy without meaning

What does your company bring to the world? Companies and their CEOs often have clear visions of "what" they do: they know their products - names, features and functional benefits.

However, they have more limited and inexplicit expressions of "why" they do what they do in today's world. The "WHY" is the fundamental purpose of the company - the philosophy that drives the whole business. For various reasons, (re)defining a company's WHY is an unprecedented challenge. In unstable business conditions, with strong disruption and commoditization risks, new customers, and Gen Y employee behaviors, making your WHY crystal clear is the new key success factor to making strategy work.

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