Connecting the Why

Strategies rarely fail because of how they are written. They fail when employees don’t believe in them. And belief starts with the “why.”

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Employees want to know: Why this strategy? Why now? Why should it matter to me? Without that connection, strategies stall. With it, people find meaning, energy, and ownership.

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We have distilled the essentials into a quick-read paper:

- Defining clear objectives for connecting the why

- Framing techniques that make strategy resonate

- Tools for humanising the why through stories and voices

- Common challenges and how to overcome them

- Measuring whether the why has truly landed

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If you want your strategy to stick, start by connecting the why.

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