Who Do You Think You Are?

Why is the source of your company’s identity. The colors red, blue, or green aren’t your identity—they’re just the colors associated with your marketing materials.

Why do you do what you do?

It is the most important question I ask when starting a project. I get responses such as, “We want to be the best,” but when I look around the office space—desks crowded together, sleepy lighting, no privacy—I don’t see a connection between how the company describes itself and what I see—and feel—around me. I think to myself, “How could anyone be their best in this space?”

Companies have mission and vision statements that describe their value proposition and market position, but these don’t usually get me the answers I need. What I truly want to uncover is the organizational identity. I ask a different question: “Why did you set up this company in the first place?” Now I hear about the history of the company. Exploring history is a start, especially for organizations that have been around for many years. Still, I need to know more than just the past. I need to know what the existential foundation is for your present and future. I need you to be able to answer these questions:

• Why do you exist?

• Why do you matter?

• What change do you make in the world?

• What would your industry be like if you didn’t exist?

• What is the why that gives you passion?