This central word or idea is then expanded into a phrase or two, but is most easily remembered and acted upon when it has a single word or idea at its core. To discern this Purpose, gather a team together and start with the question, “What do we do?” (You might answer: “We’re a school.” “We sell overpriced coffee.” “We host a CRM system.”) Then ask “Why?” several times (a technique known as the five whys). Why does this matter, or what difference can we make? Keep asking until you get to your version of “Save the world,” and then back up one step.
