Clarifying Vision

Outside In:

Most companies get caught up in what they do and lose focus on how and why they do it.

There are several problems with this.

When things aren’t going well

Foundationally, the company identity becomes driven by outcomes. This means that if you’re selling and growing, you’re okay. But that okay is fragile because when you hit a slump or a major crisis like the COVID19 lockdown and your strategies (the what) don’t work, you risk becoming rudderless. The one thing that provided direction and purpose is no longer clear, negatively impacting team trust and motivation.

The story of Samuel Langley and the Wright brothers highlights the impact of having a clear purpose. Langley, with a $50,000 government grant and the backing of the Smithsonian, pursued flight from a “what” perspective, focused on creating a flying machine and achieving personal success and recognition. Despite having substantial resources, a talented team, and all the advantages that should seemingly guarantee success, Langley ultimately failed because his motivation needed a deeper purpose beyond external accolades and rewards.

In contrast, the Wright brothers operated from a “why.” Without any formal education or substantial funding, they were driven by a passion to solve the problem of flight, their deep sense of purpose fueled their relentless experimentation and perseverance despite numerous setbacks. Driven by a genuine desire to solve the problem of flight and transform the world, their “why” gave them clarity, focus, and the inspiration needed to innovate and succeed where others, like Langley, fell short.

When things are going well

Even when things are going well, you still don’t necessarily feel successful. At an annual meeting of America’s top 50 companies, they were all asked if they met their financial targets for the year. 80% said yes. Then they were asked if they felt successful, and only 20% responded positively.

Your vision defines how you measure success. 

Inside Out

When a company works from the inside out, the main driver is the why. Instead of the focus being on outcomes, the most important questions that drive decisions and frame success are

• Why do we do what we do?
• What is our motive?
• What drives us?
• What is our purpose?

Once those questions are clear, it is easier to identify the how – what we value most to get to the what. 
An inside-out approach fosters resilience because who you are drives how you approach everything. Disaster doesn’t change why you are in business, allowing you much more flexibility to change your what because the WHY is stable.