The Common Cause
A shared cause is a basic idea that “inspires” the organization. We borrowed this idea from Simon Sinek’s “the good cause”. It is a further developed idea of “Start with Why”. But: it is not the same as the WHY. A WHY comes from the past. It is a story of origin. It is a statement about who we are – the sum of our values and beliefs. A just cause is about the future.
A just cause must be:
- for something – affirmative and optimistic –
- inclusive – open to all who want to contribute –
- service-oriented – for the primary benefit of others – thereby building a loyal base of employees and customers (and investors) who will stick with the organization through thick and thin.
- resilient – can withstand political, technological and cultural changes –
- idealistic – big, bold and ultimately unachievable – achievable is a vision that also plays an important role.
What does not qualify as a good thing is
- Moon shots, i.e. difficult to achieve goals
- “be the best”, i.e. measure yourself against the competition
- Growth in itself
- Social responsibility, i.e. things that the company pursues in addition to its actual goal
Recommended Resources
- Infinite Games An overview of Simon Sinek’s ideas, developed from “Start with Why”
- Introduction by Simon Sinek in 5 min on Youtube
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