We largely over-focus on the What and the How and under-focus on the Why. While it may be counterintuitive to many leaders, the most strategic and energizing place to begin is Purpose: the Big Why.
By focusing on purpose — an aspiration that lifts us and infuses significant meaning in our day-to-day work — and putting it first, we catalyze our courage and authentic influence to create enduring value.
Managers tend to focus on the What and How, wondering Why anything else is important; leaders awaken the wonder of Why to envision a more expanded, compelling What and How.