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In commercial and direct mail printing companies, the senior leadership team plays a critical role in ensuring the organization’s mission, or "why," is clear and resonates with employees, clients, and stakeholders. Clarity in purpose not only drives alignment but also inspires motivation and fosters a culture of accountability and innovation. Here’s how the senior team can ensure their "why" is understood and embraced by all.
Clearly Define the "Why"
The question of "why" lies at the heart of any organization. Why are you really in business? At first glance, it seems simple, but when explored deeply, it can take many directions. To truly understand the company’s purpose, start by asking this question across your management team, sales team, and beyond. The answers might vary, but as a leader, it’s your responsibility to align these perspectives into one cohesive narrative that everyone can rally behind.
Understanding your "why" is critical because it’s what differentiates you from the competition and creates meaningful connections with both employees and clients. Simon Sinek popularized this concept in his TED Talk and book, “Start with Why.” While I won’t review his work here, let me share a story to illustrate the importance of defining your "why."
Not long ago I asked a group of ten print company owners to describe what they do and why clients should choose them. One by one, they focused on their equipment, quality, service, and team tenure. By the fourth or fifth person, the answers started to blend together—all highlighting similar capabilities without truly differentiating their companies. I used to do the same, describing our business as a "40-inch shop with x, y, and z," or a "half-size shop with a, b, and c." In reality, these details rarely convey the unique value we bring to our clients.
Without a clear understanding of their company’s "why," your sales team falls into the same trap—relying on generic statements about capabilities and service. Prospective clients, hearing the same pitch from multiple vendors, are left unimpressed. The salesperson, despite their enthusiasm, struggles to stand out and build meaningful connections. This scenario repeats all too often in our industry.
The key takeaway? Without a compelling and well-communicated "why," both leaders and salespeople risk blending into a sea of sameness. To truly differentiate, leaders must articulate their company’s unique purpose and ensure it resonates throughout the organization.
Three Actions to Clarify and Reinforce the "Why"
Communicate Consistently and Authentically
Senior leaders must articulate the "why" in a way that is easy to understand and consistent across all platforms. This includes:
- Internal Messaging: Hold regular team meetings, distribute newsletters, and create visual reminders to reinforce the purpose.
- Leadership Presence: Leaders should model behaviors aligned with the company’s mission. For example, if the "why" includes a dedication to quality, leaders should visibly champion quality in decision-making, client interactions, and team discussions.
- Client-Facing Messaging: Ensure the "why" is prominently reflected in marketing materials, proposals, and client communications. Clients should immediately recognize what sets the company apart.
Embed the "Why" into Goals and Processes
To make the "why" actionable, it must be embedded into the company’s strategic goals and operational processes. This could include:
- Goal Setting: Tie team and individual objectives to the broader mission. For example, if the "why" is about delivering exceptional customer experiences, set measurable targets around client satisfaction scores, turnaround times, or repeat business rates.
- Performance Reviews: Include the "why" as a metric in employee evaluations, rewarding behaviors and achievements that align with the company’s purpose.
- Training Programs: Integrate the "why" into onboarding and ongoing training sessions. Help employees understand how their specific roles contribute to the company’s mission.
Create Opportunities for Feedback and Engagement
The challenge is to define what you do, and why, in such a way that it is meaningful and relevant to your staff and focuses on the positive impact they can have on the business. The next part is to effectively communicate that message to your team so that they don’t struggle with telling and living your unique story.
To ensure alignment and buy-in:
- Employee Feedback: Regularly solicit input from team members about how the mission resonates with them and what barriers they face in fulfilling it. Use surveys, one-on-one conversations, or town hall meetings to gather insights.
- Celebrate Successes: Highlight and reward instances where teams or individuals exemplify the company’s "why." Share these stories during meetings or in company-wide communications.
- Cross-Departmental Collaboration: Encourage teams to work together to brainstorm new ideas or solve challenges tied to the mission. For example, operations and sales teams could collaborate on strategies to improve turnaround times, a key part of delivering on the company’s "why."
Measuring and evolving the "Why"
To ensure the "why" remains relevant and impactful, the senior team must regularly evaluate its effectiveness and adjust as needed:
- Client and Market Feedback: Stay attuned to client needs and industry trends. Does the mission resonate with your audience? Are there new opportunities to refine or expand it?
- Internal Assessment: Periodically review how well employees understand and embody the company’s purpose. If gaps exist, revisit how the mission is being communicated or operationalized.
- Adaptability: Be willing to evolve the "why" as the business grows. For example, as technology advances or client expectations shift, the mission may need to incorporate elements like sustainability or innovation.
The Moral of the Story
The "why" is more than a marketing slogan; it’s the foundation of your company’s identity. If defining and articulating it feels challenging in a conference room, imagine the difficulty for a new salesperson trying to communicate it in the marketplace. It doesn’t have to be this way. By crafting a unique and authentic story, embedding it into your operations, and empowering your team to share it with pride, you create a compelling narrative that sets your business apart and drives success. Own your "why," tell it confidently, and watch as it inspires both your employees and your clients. As you implement these strategies, let me know how it’s going. I’d love to hear about your progress and share ideas to help you grow.
Mike Philie can help validate what’s working and what may need to change in your business. Changing the trajectory of a business is difficult to do while simultaneously operating the core competencies. Mike provides strategy and insight to owners and CEOs in the Graphic Communications Industry by providing direct and realistic assessments, not being afraid to voice the unpopular opinion and helping leaders navigate change through a common sense and practical approach. Learn more at www.philiegroup.com, LinkedIn or email at mphilie@philiegroup.com.
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Mike Philie leverages his 28 years of direct industry experience in sales, sales management and executive leadership to share what’s working for companies today and how to safely transform your business. Since 2007, he has been providing consulting services to privately held printing and mailing companies across North America.
Mike provides strategy and insight to owners and CEOs in the graphic communications industry by providing direct and realistic assessments, not being afraid to voice the unpopular opinion, and helping leaders navigate change through a common sense and practical approach.