Start with Why—Then Make It Theirs

Simon Sinek famously calls on us to “start with why.” But for strategy to truly stick, we also need to explain “why me?”

People commit when they see how their work matters—when the strategy doesn’t just make sense, but feels personal. That’s when execution takes off.

And behavioral science backs this up.

People are naturally motivated when they see how their contributions matter. Dan Ariely explains in The Upside of Irrationality, “Each person may prefer his or her idea to ours—not because he or she came up with it but because it idiosyncratically fits with his or her underlying beliefs and preferences.” In other words, people commit to strategies when they see how those strategies align with their own values, ambitions, and sense of identity.

Jonathan Haidt, in The Righteous Mind, echoes this sentiment: “Brains evaluate everything in terms of potential threat or benefit to the self.” Employees ask themselves, “How does this affect me?” Framing strategies in terms of their impact on the individual and the team can address this instinct and build emotional investment.

Purpose helps teams cut through ambiguity. It answers critical questions:

• What role do I play in delivering the strategy?

• How does my work connect to the organization’s goals?

• How will I know if I’m succeeding?

• Who depends on me, and who do I depend on?

Purpose-driven clarity also boosts performance. Organizations that effectively connect strategy to individual purpose see:

• 22% higher productivity

• 3x greater employee engagement

• 40% higher retention rates compared to their peers

Doug Conant, founder and CEO aof ConantLeadership and former CEO of Campell’s Soup once said, “To win in the marketplace you must first win in the workplace.” That statement resonated with me, because I’ve seen time and again When people believe their work matters, executing the strategy kicks into high gear. 

Defining Purpose at Every Level

Here’s how we might connect a company’s broader goals to what each team and individual can do to achieve them.

• At the Company Level: 

• The overarching purpose would be clear: 

• “We’re helping remote-working parents thrive by creating workspace solutions that balance productivity, comfort, and family life.” 

• This anchors the company’s mission and sets the tone for every team’s contributions.

• At the Team Level (Product Design Team): 

• The Product Design team’s purpose would zoom in on their specific role in delivering that mission:

• “We design furniture that gives remote-working parents the efficiency of professional office setups with the style, adaptability, and portability that fits seamlessly into modern homes.”

• This isn’t just about making desks—it’s about solving a real problem for a specific group of people, with design choices that reflect both function and lifestyle.

• At the Individual Level (Furniture Designer): 

• For an individual designer focused on a new compact desk, their purpose could be:

• “I’m designing a compact desk that helps parents switch seamlessly between work and family time, with features that support productivity without taking over the living space.”

• Now, the designer isn’t just working on a “product.” They’re creating something that makes a tangible difference in someone’s daily life.

By defining purpose at every level, we’d ensure that OfficeAce’s strategy is meaningful at a more direct level. Each person sees how their work fits into the bigger picture, and that connection fuels both clarity and commitment.

Purpose Meets Performance

When purpose is clear, strategy moves beyond words. It becomes a shared framework for decision-making and action. People can see themselves in the strategy. They know how their work drives the mission forward, and they feel that their contributions matter.

Purpose-driven clarity helps people prioritize, make decisions, and stay resilient in the face of challenges. It turns strategy from an abstract plan into something personal—something real.

Because when people believe in the work, they don’t just do their jobs. They make an impact.

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This post is an excerpt from my upcoming book, a practical handbook for executing strategy from an operator’s point of view. Drawing on decades of real-world experience, it’s designed to help leaders turn strategy into action through clear, actionable steps. Stay tuned for more insights and updates as we get closer to launch!