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New Strategy: Three Questions That Connect Us To The "Great Story"

Three questions can help organizations connect their strategies and brands to The Great Story, the important work of our time.
Written Oct 07, 2008, read 270 times since then.

 

I first realized the value of the "great story" more than a decade ago, in listening to my retired father and a colleague reminisce about their days in the aluminum industry. At a dinner together I heard the two former executives wax nostalgic.

"It's not the same as when we were there, Bob," his friend Clay said. "All these young guys care about is their careers. You and I, what we cared about was aluminum."

The reverence with which he said the word aluminum went beyond the value of excellence, beyond the pride of creating quality. Mass production of aluminum changed everything - from airplanes (once made of wood and fabric), to railcars, to building construction materials, to medical tools, to food storage. Aluminum was the metal that would carry us to the moon.  The power of aluminum to create a better world was the kind of purpose that called for service beyond self-interest. It was clear in the way Clay said the word aluminum that to him it meant a brighter future for his children and grandchildren. That future was worth his dedication and creativity.

Whether we work in a for-profit or a non-profit, for government or private enterprise, the larger story of our work makes it worth the best we have to give.

The Three Questions

In strategy work with clients, I've found that defining the organization's purpose around something compelling to people both inside and outside the organization depends on answering three questions:

  • What is the change we want to see in the world because of our work (shared vision)?
  • What are the means we will use to create this change (shared means)?
  • How do we want to be together as we do this work (shared values)?

Seeing the Change

When we ask the question, "What is the change we want to see in the world because of our work?" we assume that we have a degree (if small) of influence over a vast system. The question implies we're looking for a point of leverage in the system. Another way to ask the question is "Why make a change at all? What is the need?"

Sometimes, we already know the change we want to create in the world - more home ownership, greater fuel efficiency, healthier kids, engaged citizens. We can look around us and see that others care about this same change because they too are working in their own way to address this need. This gives us a sense of who our partners, collaborators or competitors might be.

Most of us are unaccustomed to thinking about our work in terms of our impact on the world. Some entrepreneurs respond to this question by realizing they've lost track of their original goals for their business.

Creating the Change

The next question, "What are the means we will use to create this change" defines the day-to-day tasks and methods you use to achieve your goal. A technology support division of a local city government might have a goal to become an essential resource to the entire city system. But there might be many roads to get to this shared destination. Is it through superior help-desk solutions? Is it through catalyzing technology upgrades? Defining shared means is an agreement about strategy.

Clarifying "shared means" results in focus, and thus creates greater return on investment of learning and capital. It often requires sifting through what others (competitors or collaborators) are already doing, what your organization does best or most successfully. It also means listening to what customers or other constituents validate as meaningful. This validation can be purchases and customer loyalty in a for-profit venture. In a non-profit it can be expressed through grants and donations that support the work.

Being The Change

How we create the change is very often influenced by asking "How do we want to be together as we do this work?" This speaks to something very different than the values statements senior managers post on bulletin boards for everyone's compliance.  This question gets at the underlying values that reflect how we want to be treated or how we (the people) agree to treat each other in the workplace even when there's no external reward. Creating alignment between the goals and organizational culture creates integrity; it says "we walk our talk."

For many employees, agreements about how we want to be together can be as important as the change we want to see in the world. Positive social networks, being a valued member of a productive team, and the ability to take pride in their work create meaning for many employees that brings out their best contribution. These agreements can create stability at times when the larger strategic vision is shifting.

Answering these three questions as an organization benefits an organization several ways. It:

  • Creates efficiency through clear focus and alignment resulting in faster progress and fewer wasted resources;
  • Articulates a compelling foundation for brands and other marketing messages;
  • Fosters productive social connections among employees who then share the same goals; and
  • Establishes a positive purpose for the organization in the context of a larger, dynamic system.

These questions and their answers lead us back to that place of the great story of our work. We're not just telling a good story about our company and work as many corporate storytellers do. Rather we are seeing the Great Story of our time, finding our place in a story that is bigger than us, bigger than the place we work, and committing ourselves to work that is worthy of our passion and service. This is living a great story.

Learn more about the author, Kathleen Hosfeld.

Comment on this article

  • Noreen Wedman, M.S.
    Posted by Noreen Wedman, M.S., Seattle, Washington | Oct 08, 2008

    The ideas in this article are important on so many levels. I love what Victoria Castle says about stories (I'm paraphrasing), "Since it is human nature to make up stories, why not make up a good one?" Either way, whatever story that we are telling ourselves winds up becoming a self-fullfilling prophecy because we are programming our subconscious mind. (http://www.ToolKitForHealing.com)

    Answering the questions Kathleen Hosfeld has posed clarifies intent. Remembering and clarifying intent is a poweful way to align the subconscious, which clears a path for action in one's professional and personal life. People hunger for meaning in their lives and having a clear idea of the larger contribution of their company and their part in is highly motivating. The emphasis on collaboration and how everyone can contribute is what Francis Moore Lappe refers to as "Living Democracy." It is not just about a political system, but a way of life that values everyone. Knowing that one is valued and is part of an entity that is alive and vibrant is energizing and empowering.

    In everyday life, I have seen the ripple effect of a bad mood being "broadcast." A partner yells at his or her mate, who in turn snaps at a child or coworker, who in turn goes through the next few hours in a funk...On a four day trek along the Bogachiel trail on the Olympic Peninsula, I found myself reflecting on the problem of trying create peace in the world. It dawned on me that it wasn't something that was done to the world, but a quality, an energy that one brought to the world that has the same ripple effect as above, but it creates peace instead.

  • Phil Greely
    Posted by Phil Greely, Seattle, Washington | Oct 08, 2008

    Great article. These questions are especially poignant when applied to our businesses. It's very easy to get caught up in making money, growing the business and making more money. But for a career to have "staying power" with most people...it has to have meaning. Or put another way...we have to feel like all the time we put into work should have a lasting effect or change on the world. For me, that looks like trying to go beyond "selling a house" to "helping people acheive their dreams." Helping clients to do the latter is extremely fun and rewarding. Just one small avenue and aspect to a larger vision.

  • Adam R.T. Smith
    Posted by Adam R.T. Smith, Toronto, Ontario Canada | Oct 10, 2008

    Kathleen, great article!

    Many a time over the last decade or so I have gotten lost - caught up in the day-to-day, doing what needs to get done yesterday, and just plain old growing and maintaining, as I am sure everyone has over their career. Each time this takes over, which if unchecked it invariably does, I loose focus of why I do what I do, why I LOVE what I do, and why what I do makes my customers LOVE me!

    In those times, I usually take a walk to my old design college and walk the halls to check out the project displays from students not yet tainted by the infections of "maintaining".

    Great businesses, people and careers are built on passion. But even passion alone can't take you as far as one would like - unless you harness, channel and share that passion every step of the way.

    These questions are the building blocks of doing just that. Turning fire into steam.

    Thanks!

  • Jim Carney
    Posted by Jim Carney, Bellingham, Washington | Oct 10, 2008

    "To keep customeres today, you can't be content to merely satisfy them; you have to give them legendary service and create 'raving fans' - customers who are so excited about the way you treat them that they tell stories about you"

    I think I saw this quote in an advertisement magazine of some sort. Loved it. Posted it at reception. Great stories being told about us for us is part of that "finding our place in that story". Thanks for writing and helping all of us to "enlarge our vision".

  • Michael Yanakiev
    Posted by Michael Yanakiev, Sofia, Sofia Bulgaria | Oct 11, 2008

    Kathleen, What you write is good common sense,that often lacks on many organizational structures that create change combined without clear understanding,how they have to proceed. But let us assume the following situation that can occur now days: You go swimming in a river. You've gone swimming at this spot in this river many times before and have enjoyed it and its been refreshing. But one day something has changed. As you swim out you realize that there is an undercurrent that has taken hold of you and is rapidly pulling you down river towards a very dangerous waterfall. You suddenly find yourself struggling with all your might to swim upstream against this overwhelming and invisible force. Your brain is screaming "This can't be happening" yet it is. You look around and realize that you are alone. No one is on shore to help you or throw you a line. You know the danger that awaits you and fear has gripped your mind. So what do you do now? Your relaxing summer dip in your familiar swimming spot has become a life and death matter. Your brain is racing to try and figure out what to do. Despite your good physical condition as an excellent swimmer, your strength is not enough. You are tiring quickly as you struggle against the invisible and relentless current that is pulling you closer and closer to certain death.

    This is what happens to the unsuspecting PM. Many experienced 'Managers' suddenly
    find themselves dealing with complex issues/wicked problems that threaten
    their program and can ruin their careers. So what do they do? What skills can they invoke to gain control? How could they have known that conditions have changed? In this forum I have been trying to advocate 'Systems Thinking and interactive Planning Methodology', not without a cause, since most of you are excellent practitioners but lack the fundamental systemic understanding of the phenomena you deal with, as well as what is 'Interactive Complexity' with which we deal so often now days. I will give a brief expose of 'our' methodology that up to now has been universally successful: Systems Thinking and Interactive Planning
    A method of planning that eliminates the need for forecasting, and substitutes the use of assumptions and contingency planning in its place, because the ability to forecast and predict is deteriorating at an alarming rate: 1- The society is changing at an accelerating rate, and 2- Complexity is growing at an increasing rate Assumptions are about possibilities; predictions and forecasts are about probabilities. Therefore, any method of planning that is critically dependent on the accuracy of forecasting is doomed to fail.
    Internal Markets, Multi-Dimensional Structure and Planning Boards Three different design ideas that make an organization to work as a system. In particular, the three design ideas that enhance and facilitate interactions among organizational units. Internal Markets: Large proportion of units in most of organizations are bureaucratic monopolies supported by allocation of resources from top management. Their customers do not have the choice of alternative sources. These units have the following characteristics. Internal market structure mirrors the success of market economy.
    The Circular Organization : Today people are generally the most
    underutilized resources in corporations. To capture the underutilized potential of educated workers, managers must learn to rely less on “power over” and more on “ power to”. The organizational structure and processes of most corporations preclude effective management of interactions; they are structured for the supervision of actions. We pursue democracy in the public sphere but accept autocracy in our corporations. The circular organization is a design for participative organizational planning. In order for the external as well as internal stakeholders of an organization to be able to participate in the decision making process, a structure is needed to institutionalize participation and organizational learning. The Multidimensional Organization: The Multidimensional concept of organization eliminates the needs for reorganization when the relative importance of the criteria for dividing labor changes: All three activities, input, output, and market are used at each level of the organization, Therefore, changing priorities can be reflected by reallocation of resources among organizational units without changing the organization’s structure, The multidimensional organization structure also makes it easy to add or subtract units without serious disruption of the organization.
    Problem Solving Strategies There are several problem strategies. Theses include: 1.To absolve -- is to ignore a problem and hope it will go away or solve itself.
    2.To resolve -- is to select a course of action which yields an outcome
    which is good enough, one which "satisfices" the need and objectives of the
    system., I.E., Clinical approach.
    3.To solve -- is to select the course of action that is believed to yield the best possible outcome, the one that "optimizes.”, I.E.,Research approach.
    4.To dissolve -- is to change the nature of either the system with the
    problem or its environment, so as to, in effect, “remove the problem.”, I.E.,
    Design approach.

    Business Model Innovation -- Idealized design as an "open innovation" process In industry after industry, companies with superior performance are displaying innovation in the totality of the way they are doing business. This explains why a recent IBM survey (http://www-1.ibm.com/services/us/bcs/html/bcs_ceostudy2006.html) of over 765 CEOs shows: Business Model Innovation is on the top of their list. In the absence of a single genius entrepreneur/leader, one of the challenges confronting the businesses today is to develop a process of “open innovation,” that taps into the creativity of the stakeholders and in particular the employees of the organization to create a successful business model. Traditional models of innovation, which relied solely on "creative types," usually within R&D functions, are being replaced with "open innovation”. One of the most potent open innovation processes, is idealized design. Originally conceived as an internal process to facilitate corporate planning, idealized design thinking is now being used for opportunity recognition.
    Trans formative Leadership Radical transformations are seldom easy. For things to happen there is a need to transform management from the old style, command and control, to the new style, inspiring leadership. Leadership consists of guiding, encouraging, and facilitating the pursuit by others of ends using means, both of which they have personally selected or the selection of which they approve. In this formulation, leadership requires an ability to bring the will of followers into consonance with that of the leader so they follow him or her voluntarily, with enthusiasm and dedication. Development vs. Growth Growth and development are not the same thing. Neither is necessary for the other. Nevertheless, many managers take development to be the same as growth. Most efforts directed at corporate development are actually directed at corporate growth. To grow is to increase in size or number. To develop is to
    increase one’s ability and desire to satisfy one’s own needs and legitimate
    desires and those of others. A legitimate desire is one that, when satisfied, does not impede the development of anyone else. Development of individuals and
    corporations is more a matter of learning than earning. It has less to do
    with how much one has than how much one can do with whatever one has.

    Development is better reflected in quality of life than in standard of living. Therefore, the level of development of a corporation is better reflected in the quality of work life it provides its employees than in its profit-and-loss statement. If an undeveloped country or corporation was flooded with money it would be richer but no more developed. On the other hand, if a well developed country or corporation was suddenly deprived of wealth, it would not be less developed. A well-developed country or corporation can do more with its resources than one that is less developed. This is not to say that the
    amount of resources available is irrelevant. Resources can be used to accelerate
    development and improve quality of life, but they can best be used for these
    purposes by those who are developed.

    Integrative (Synthetic) Project Management (for complex project managers) Despite significant progress in the development of computer-aided project management tools to help plan and manage projects, "more often than not capital projects overrun their budgets, fall behind schedule, and fail to meet their business objectives." This apparent paradox stems from the nature of the "traditional paradigm applied to project management, which relies on existing knowledge - knowledge gained from studying traditional approaches."
    The current approach has limitations. Generally, it is good for doing projects in a stable environment. The problem with project performance is paradigmatic, i.e. using a wrong mindset. The new approach requires the project
    managers to mange the interaction of the parts of the project rather than managing each part separately. Recreating Capital Projects Effective capital project management is an important discipline for international bodies, governments, and corporations because capital projects
    typically require large investments and involve significant potential benefits and risks. A large number of project management techniques and tools have been
    developed but this proliferation has not led to great project success. In fact,
    the governmental project that meets or exceeds expectations seems almost the
    exception rather than the rule. Large corporations do not seem to be doing much better. Using systems thinking to show how the capital project can be re-created and improved through integrating successful aspects of various real-world projects within a systemic framework to develop an improved project system. Organizational Learning and Knowledge Management (including the use of channels and platforms To tap into the rich tacit knowledge (knowledge that resides in people’s heads) Why do corporations, on average, have shorter life spans than the people who populate them? Because, say the theorists, people are more capable of learning from experience than are corporations. With change the only constant in today's economy, the key to competitiveness is the ability to adapt to changes we can't control and to learn about the ones we can control. The decline of some well-established firms and the diminishing competitive power of others have made learning an essential competence for organizational success. Organizational learning (OL) is the set of processes and structures that help people create new knowledge, share their understanding, and continuously improve themselves and the results of the enterprise. OL builds competencies for supporting transformation throughout the organizational system. Most important, it considers human, operational, and technical issues at work, including ways to build processes and structures that deal with philosophical, psychological, and sociological forces at play in every organization. “Building Corporate ‘Black Boxes’: A Different Perspective on. Organizational
    Learning.”
    Most of us are familiar with the role of “black boxes” as they exist in aircraft. We know that they are there to help us learn from mistakes and thereby improve the performance of aircraft and the aviation system as a whole. Imagine what would happen if the aviation system did not learn and adapt to changes quickly and efficiently. Unfortunately, this is the case with most organizations. Nevertheless, a number of corporations have successfully built learning and adaptive systems. Unlearning/Learning Organizations – The Role of Mindset Most learning by adults and organizations occurs when something new replaces in the mind that which was previously thought to be known, that is, unlearning. Unlearning must frequently precede or at least occur simultaneously with learning. Nevertheless, the literature on organizational learning has virtually ignored the unlearning process until recently when few authors have given it some attention. Research in the field of organizational learning and knowledge management shows that learning and adaptation takes place much more easily within the prevailing mindset (view of the world) than outside of it. Unlearning is a challenge because the human tendency to preserve a particular view of the world is very strong and the change to a new paradigm not only requires an ultimate act of learning but also of unlearning. Our assumptions about the nature of reality can impose the most severe restrictions on our ability to learn. Unlearning these assumptions requires raising them to consciousness and this can occur only when we confront the dilemmas that they create. Therefore, raising our world view to consciousness is among the most important things we can do to enhance our learning and unlearning. It is possible to design systems that not only facilitate learning and unlearning within the prevailing world view but it can generate questions about the adequacy of the assumptions that make up that concept of reality.

    When dealing with: 'Creativity and Design'

    I reason about:

    Design for the consumers Design with the consumers Design by the consumers

    I also develop, Consumer Idealized Design (CID) as a methodology to generate design requirements etc.

    Nobody in this forum except Tara Joyce, seems to be willing to learn new things,getting out of the box and 'Unlearning what already is obsolete' and start trying learning flexibly to change your 'Mindset'. Subconsciously, I can't help to start thinking about"Cipolla's Five Basic Laws"-

    1. Always and inevitably everyone underestimates the number of stupid
      individuals in circulation.
    2. The probability that a certain person be stupid is independent of any
      other characteristic of that person.
    3. A stupid person is a person who causes losses to another person or to a
      group of persons while himself deriving no gain and even possibly incurring
      losses.
    4. Non-stupid people always underestimate the damaging power of stupid
      individuals. In particular non-stupid people constantly forget that at all times
      and places and under any circumstances to deal and/or associate with stupid
      people infallibly turns out to be a costly mistake.
    5. A stupid person is the most dangerous type of person. The author demonstrates that stupidity is an indiscriminate privilege of all
      human groups, irrespective of race, class, creed or level of education
      (including Nobel laureates). It is uniformly distributed according to a constant
      proportion. He notes: .. The underdeveloped of the Third World will probably
      take solace at the Second Basic Law as they can find in it the proof that after all the developed are not so developed". Unfortunately, Cipolla fails to consider how the world would function without "stupid people". For without the problems they create, there would be nothing for the "non-stupid" people to do. Every action requires an equal and opposite reaction!
      Carlo M Cipolla. The Basic Laws of Human Stupidity. Bologna, The Mad Millers
      (Imola, Italy, Grafiche Galeati) 1976, 30 p. Cheers and Happy "Thanksgiving Holli days!"