Define Your Why: Purpose, Vision, Mission, Values
Clarify your company's purpose and align your teams around a shared vision and values.
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Why define your Why?
Successful companies don't sell what they do, but why they do it. A clear Why inspires your customers, motivates your teams and guides your strategic decisions.
Inspire and retain your customers
Customers don't buy what you do, but why you do it. An authentic Why creates an emotional connection that transcends the product and generates lasting loyalty.
Engage and align your teams
Give meaning to your employees' daily work. A clear purpose and shared values create the engagement and alignment necessary for collective performance.
Guide your strategic decisions
When facing difficult choices, your Why becomes your compass. It helps you prioritize, say no to opportunities that don't fit you and stay consistent over time.
Learning Objectives
At the end of this training, you will be able to:
- Understand the Golden Circle model and the importance of the Why
- Identify the alignment between your personal values and those of the company
- Formulate an authentic and differentiating purpose
- Define an inspiring 3-5 year vision
- Translate the Why into operational mission and values
Target Audience
This training is for: Executives, Entrepreneurs, Managers, Marketing Leaders
Program
Before the Training
- Complete a self-assessment on the alignment between your personal values and those of the company
- Watch a short video on Simon Sinek's Golden Circle model
During the Training
Understanding the Golden Circle
- Explore the three circles Why, How, What and their impact on strategic clarity
- Complete an individual self-assessment using the alignment canvas
- Identify areas of inconsistency or ambiguity between purpose and reality
Clarifying the Purpose
- Lead a collective reflection on the desired impact on customers, society and employees
- Formalize a simple and mobilizing statement of intent
- Use the purpose canvas
Co-constructing the Vision
- Project the company 5-10 years ahead through contrasting scenarios
- Prioritize key ambitions and major transformation milestones
- Structure the shared vision with the strategic projection canvas
Defining the Mission
- Translate the company's concrete value creation into a clear mission
- Write a commitment statement focused on customers and team
- Link the mission to the promise made to markets
Formalizing the Values
- Identify expected observable behaviors for each value
- Co-write the values charter using the internal engagement canvas
- Define a plan for dissemination and embodiment in management
Teaching Methods
- Theoretical contributions on the Golden Circle and Why definition
- Individual reflection and introspection exercises
- Subgroup work to challenge formulations
- Personalized feedback from the trainer
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Frequently Asked Questions
What is the Why according to Simon Sinek?
The Why is the deep purpose of your company, beyond profit. It's the 'why' that motivates your actions and inspires your customers and employees. Simon Sinek's Golden Circle model places the Why at the center, followed by the How and the What.
Who is this training for?
This training is designed for executives, entrepreneurs and managers who want to clarify their company's purpose and align their teams around a shared vision and values.
What is the difference between vision, mission and values?
Vision describes where you want to go in the long term. Mission explains what you concretely do to get there. Values define how you act on a daily basis. These three elements flow from your Why.
How does the practical implementation work?
80% of the training is devoted to practice. You will work on your own company with introspection exercises, collective co-construction and formulation of your Why, vision, mission and values.
Is this training eligible for OPCO funding?
Yes, KESTIO is Qualiopi certified. This quality certification enables funding of our training programs by OPCO. Contact us to get a personalized quote and coverage terms.
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Our team is available to answer all your questions about this training.
Hours: Monday - Friday, 9am - 6pm (CET)