The Most Important Question: Why?
September 22, 2009 by Morgan Lynch
We’ve all done it: spent countless hours on a project only to ask yourself months later: “Why am I doing this?” “What was the purpose behind this again?”
Surely, you answered the question with a legitimate answer upon starting the project. So why does the reasoning feel so far away? Or is it really that far away?
Every initiative needs a compass that points toward a single goal throughout the entire duration of the work. It’s like a political campaign. You’re in it to win the vote – plain and simple.
So when clients come to us half-way through a project having lost that “win” focus, there’s a single question we ask to get back on track.
“Why?”
Some responses we’ve heard: “To get attention for my company in the media…” or “To win the attention of legislators in D.C.” or “To call out my competitors wrongdoings.” But, does this really achieve their business, marketing and/or financial goals? Many times, the answer is no.
But by walking yourself through the “whys”, the strategy that was there to begin with resurfaces. Many times, the initial, elaborate plans are not thrown to the way side but are simply altered to be realigned with the end goal.
Although you may have asked yourself “why” in the planning process, it’s just as important to ask this question while implementing your campaign-- because many times your competitors are lurking around the corner just trying to distract you. By asking the “why”, we can all stay on track.
Is your goal for patients to come to your hospital? Then a press release sent over the Wire about your bond rating is probably not the best path. Are you trying to sell a new product to hospitals? Then reaching out to your senator should probably not be your biggest priority. Why do you want to take these actions? It might be fun, and heck, you might get attention, but remember to always ask: “why?”
