When you work directly with customers, you know why you go to work. That is the case for people in small companies, or for salespeople in big companies. But for the rest of us – those who do not deal directly with customers – why do we work? You can probably answer the small “why?” question. Maybe you help run the information technology system that the company uses to keep track of its people. That’s important. We can’t get paid without your work on the IT system. That is the small “why” question and it is usually easy to answer. But try answering the big “why?” question. If you quit today, would the mission of the company be harmed? Why does your work matter, really matter, for the company? This question is very hard to answer for most people in big organizations, since they are so removed from the customer. They know why they come to work, but they don’t know why that work matters.
Unable to answer the big “why?” we end up instead measuring things that we do, in an attempt to show that our work matters. This leads to various maladies, such as calling a lot of meetings. We want to make progress, so we call a meeting. Because meetings are measurable, and attendance at meetings also is measurable, calling meetings is a way to feel like something is getting done. Did you go to the meeting? You can’t make the meeting!? Were you invited to the meeting? Even our calendar software is designed to enable meetings, allowing us to see when others do not yet have a meeting. Maybe we’ll set up a regular weekly meeting, or even a daily meeting. But why? Odds are, you have sometimes missed a meeting, or wished you could miss a meeting, because you wanted to actually get work done. Yet your absence would be measured, so you go. Of course, meetings can be useful; but in big organizations far too many meetings are called, since they are a measurable substitute for knowing the big “why?”
Great leaders help their people understand the big “why?” Such leaders make it their business to help their people see the link between what they do at work and what the organization is trying to get done. Do you tell a technician that they need to come in this weekend, and leave it at that? It would be better to add a small explanation. Explain why. How is that person’s work connected to the organization’s reason for existence? Perhaps the technician needs to come in because their support will enable an engineer to serve a customer. Although the customer will never know the technician, the technician should at least know how her work was important. That is the big why – and well-run organizations are filled with people who can answer that question.
For more on this topic, see the book by Amabile and Kramer.