The Importance of Knowing Your Why - The Edge from the National Association of Landscape Professionals

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The Importance of Knowing Your Why

You know what your company does and how you do it, but have you taken the time to figure out your why?

The why of your company should be inspirational, specific to your organization and help every employee understand how what they do is contributing to your company’s purpose.

“Why ask why?” says Pam Dooley, owner of Plants Creative Landscape. “Because we rarely ask it in our most successful moments. As we continue navigating new challenges, now is the time to understand why we exist.”

Dooley will explore this topic further in her session, “The Importance of Knowing Your Why” at ELEVATE on Tuesday, Sept. 20 at 9 a.m. ET. This session is part of the Team Member Experience track and is worth one CEU.

She says growth-minded companies are purpose-centric companies.

“Having a north star in business – a vision of an ideal destination that guides the journey – is how we attract the right customers and employees.”

Your company’s why attracts the right customers and employees thanks to alignment and authenticity.

“Now more than ever, people want to work with – and for – companies who share common purposes,” Dooley says. “They are eager to join the cause!” 

If you feel that something is missing in your company or are having trouble keeping staff motivated, chances are you are missing your business’s why. Explaining why you do what you do can engage staff, improve profitability, make you more attractive to ideal customers and new hires, and increase the overall health of your organization.

“I’d start with nailing down mission, vision and values,” Dooley says. “As we learn what makes us unique in business, and who we want to be when we grow up, guided by our values, we gain clarity of purpose. Why statements are simply statements of purpose.”

Questions you can ask to start thinking about to identify your why include:

  • Why did you start your company?
  • What do you do better than others in your market?
  • What difference can your company make in your community?
  • What aspect of the work makes you feel the most fulfilled?

Finding the why of your business takes time as there are both little whys and a big why. Dooley says as you do the little whys consistently, you will come to understand your bigger why.

Once you’ve determined your why, Dooley says your company’s why should guide all decisions made within all departments, all the time. A company’s why serves no purpose if your actions aren’t aligned with it.

“Whether we’re dealing with people, financial, sales, or operational decisions, healthy cultures constantly look to the bigger purpose for guidance,” Dooley says. “When we’re clear within our companies, we can also be outwardly clear and authentic with our brand through marketing and messaging initiatives.”

Ready to hone in on your company’s why? Register for ELEVATE and we’ll see you in Orlando, Florida!

Jill Odom

Jill Odom is the senior content manager for NALP.