Instead of starting from the outside and talking about the what and the how and never getting to the why, we need to flip it around and communicate from the inside out. WE need to start with the why. People don’t care as much about the what and how as they do about the why. Tell me why we need to do this. When you tell people why, you being answering questions like: What’s the point of it? Why does it matter? What would happen if we didn’t do it and why would that be so bad?

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The why is the key because it’s the why that matters, that convinces and engages people. So as a leader you have to make sure you know and communicate the why, even if you don’t quite know the what or the how. Even before the what and how are clear, people who know and understand the why will come with you.

-Craig Hamilton, Wisdom In Leadership, The how and why of leading the people you serve, p. 207-208