www.npstrategies.org

Why “WHY” Matters

May 22, 2014

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Welcome

Please take a moment to capture on a piece of paper 2-3 sentences that describe your

organization.

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The Golden Circle by Simon Sinek

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WhatEvery organization on the planet knows WHAT they do. These are products they sell or the

servicesthey offer.

The Golden Circle

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WhatEvery organization on the planet knows WHAT they do. These are products they sell or the

servicesthey offer.

HowSome organizationsknow HOW they do it. Theseare the things that makethem special or set themapart from their competition.

The Golden Circle

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WhatEvery organization on the planet knows WHAT they do. These are products they sell or the

servicesthey offer.

HowSome organizationsknow HOW they do it. Theseare the things that makethem special or set themapart from their competition.

WhyVery few organizations know WHY they do what they do. WHY is not about making money. That’s a

result. It’s a purpose, cause or belief. It’s the very reason your organization exists.

The Golden Circle

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The Golden Circle

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The Golden Circle

“People don’t buy what we do, they buy why we do it.”

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The Golden Circle and the Cone

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The Golden Circle and the Cone

But what does this MEAN for me?

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Developing Clarity Around “Who We Are”

A “Theory of Change” makes explicit the link between what we believe, what we do

and what results we expect because of that

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An Equation for Thinking About a Theory of Change Putting the pieces together

Who we Serve

Success =

• How do we create the change we would like to see?

• How is that unique?

• What about it is critical?

• What do we believe creates the change?

A clear Theory of Change will allow the organization to clarify its long term purpose and develop the vision and plan to grow and “do mor

e”.

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Example: The New Children’s Museum

Artistic exposure & engagement

•Sparked imagination

•Thinking “outside the box”

•Eyes opened to new things and new approaches

•Increased understanding and appreciation of the value of art

•Rewarded positive risk taking

•Creativity

•Confidence

•Problem solving

•Interpersonal skills

•Critical thinking

•Collaboration

•Optimism

NCM fills a gap in our society today - providing kids with fun and engaging

artistic experiences

Personal successes Critical skill development

NCM addresses a critical need in our society by engaging children through contemporary art to

develop the skills needed for 21st century thinkers

•Direct contact/engagement with works of art

•Opportunities for hands-on art making

•Chance to learn directly from artists

•Insight into and practice with the creative process

•Participation in something innovative

•Inspiration through original art

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What is Success?

A clear articulation of SUCCESS is critical!

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Why Do We Exist?

What is the Long Term Purpose of the Organization?

• Why do we exist?• What is the change we expect to create in the world?• What “end” are we trying to achieve?• What does success look like for our constituents?• What results will we hold ourselves accountable for?

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“Why” Drives the Direction

Long term purpose of

the Organization

• Why we exist• The change we

expect to create in the world

• What success looks like for our constituents/cause

5 Year Vision for the

Organization

• How we deliver on long-term purpose in the near term

• What we hold ourselves accountable to

• What we aim to accomplish

2-3 YearStrategic Plan

• What it is we are going to do

• How we are going to get to our vision

• Specific goals and objectives with action plans, accountability, metrics

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Theory of Change creates the LINK

Long term purpose of

the Organization

• Why we exist• The change we

expect to create in the world

• What success looks like for our constituents/cause

5 Year Vision for the

Organization

• How we deliver on long-term purpose in the near term

• What we hold ourselves accountable to

• What we aim to accomplish

2-3 YearStrategic Plan

• What it is we are going to do

• How we are going to get to our vision

• Specific goals and objectives with action plans, accountability, metrics

TOC

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Is Your “Why” Clear?

We’d like to hear from you…

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Questions to Bring Back to your Organizations

• Why do we exist?• What do we believe creates the change we expect to

see?• What does success look like for our

constituents/cause?• What results will we hold ourselves accountable for?• How do we deliver on our long-term purpose over the

next 5 years?

Impacts: decision-making, messaging, fundraising, resource allocation, program evaluation…

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Wrap-up

Thank you for your time today!

Questions?