In what is still one of the truest, most inspiring and relevant TED Talks ever, How Business Leaders Inspire Action, best-selling writer Simon Sinek spoke about the key to successful communication: Start With Why.
The concept, nearly magical in its power to persuade, works. And it’s dazzlingly simple. Rather than starting with what you’re doing and how, the trick is to start off with your purpose, your beliefs. Get people in the gut, is the concept.
Given the number of views of the talk—48 million—and the sales of Sinek’s five books, I continue to be stumped by the disconnect:
WHY are so many businesses and nonprofits talking about their successes, particularly around sustainability, without referring to their why?
I challenge you to take a look at any CSR report at random. Nine times out of ten or more, it’s a nicely illustrated laundry list, punctuated by punchy infographics that describe the year’s successes and how they align with the UN SDG’s. Snore. Honestly, why would anyone give a rat’s rump? It’s only slightly more compelling than an Excel spread sheet.
Even with all of the talk about sustainability storytelling—a squishy concept at best —there’s not a lot of why out there.
Why not?
Because it’s tough talk about why—takes some reflection, introspection and can leave you waffling in vulnerability..
Uncomfortable as it might feel at first, next time you craft a blog, draft a report, share an article or deliver a speech, ask yourself a few why’s. Get your audience to aspire along with you. Why are you personally compelled to save the planet from complete and utter annihilation?
WHY…
Do you care?
Are you personally driven to do the work you do?
Do you believe in the direction your organization is taking?
Will you not quit until you reach your north star, no matter what it takes to get there?