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  1. Provides a template for describing WHAT the organization provides, to WHOm, and WHY customers buy from them.
  2. Provides a over two-dozen filled-in case example templates annotated with expert comments and feedback.
  3. Lays out a three-step process for a leadership team to use the W-W-W template to align on their organization's purpose.


Peter Drucker taught that a business exists to solve a problem for a customer ... which raises three all-important questions:
1. WHAT does the company provide?
2. To WHOm does it provide it?
3. WHY do customers buy from the company what it provides?
Businesses that perform well and grow fast give careful thought to what problem to solve for who and why they will buy from them because it turns out to be the cornerstone to any successful venture.

Leaders who all describe the problem their organization solves for whom in the same way, provide consistent guidance and direction and so increase the odds of better performance and faster growth. Diverse leadership teams are more likely to deploy their great strengths in a common quest when they are clear about their W-W-W.

No routine business process naturally forces a team to work on their W-W-W. Consequently, members evolve to have different understandings and assumptions. Even the smallest deviation in perspective across leadership team members can wreak havoc in the organization. Leaders can either ignore that there are differences, assume everyone is aligned, or mandate an answer. One more option is the The better alternative and that is to collaborate.

The WHAT-WHO-WHY template is a simple, yet powerful way to make explicit what each team member is thinking and in a form the group can work with to align by achieving clarity through collaboration.

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Source: Manage to Lead Get Clear - What-Who-Why PowerPoint document


Manage to Lead Get Clear - What-Who-Why

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File Type: PowerPoint (pptx)

File Size: 8.8 MB

Number of Slides: 62 (includes cover, transition slides)

Related Topic(s): Leadership

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Initial upload date (first version): Jul 20, 2021
Most recent version published: Aug 18, 2021

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