When you ask most people about their jobs, they tell you what they do and how they do it, but not why. "Why you do what you do is what makes people lean in closer," Mary [van de Wiel] says. For example, Duarte, a company which creates presentations for many high-profile speakers, describes itself on its website by saying, "We love whiteboards, sweet design, vegan cookies, bacon cheeseburgers, the afternoon regroup, and the 4 am idea. We believe in the power of a great story to move an audience and the power of an audience to change the world." It does not say Duarte is the leading PowerPoint design firm in the world. Mary says: "You get a sense of who these people are, and you say, 'Yes, I want to work with them.'"What is your association's mission statement? Does it truly reflect what you believe in? Would it make anyone excited about joining your cause? If not, what can you do to change it to more truly reflect what's great about your organization?
03 May 2011
From a recent issue of Bisnow: