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Here's something that happens to every organization doing important work: you get so deep in the day-to-day operations that you lose sight of the bigger picture. You're putting out fires, chasing funding, managing crises, and somewhere along the way, your "why" gets buried under your "what" and "how."
I have seen it for more than 2 decades of working with social change organizations. Leaders who started with a crystal-clear purpose, a passion to change an intractable issue in the world, suddenly find themselves struggling to articulate why their organization matters anymore.
Teams who used to be energized by their mission now feel disconnected from it. Donors and supporters who can't quite grasp what makes you different from the dozen other organizations working on similar issues.
Don’t get me wrong, the external impacts for these organizations are huge. Sometimes, trying to change the world through business or a nonprofit feels like one big obstacle course. Funders pull their grants, recalls happen, consumers get bored, certifications are required - you name it, in the business of ‘doing well and doing good’, it’s not as glamorous as it sounds.
That's where our 5 Key Questions come in.
These aren't your typical brand discovery questions. We're not asking just about your target demographics or competitive landscape. We're digging deeper—into the heart of why your organization exists and why it's uniquely positioned to contribute to the world at this time in history.
I developed these questions after working with many, many social entrepreneurs and CEOs whose organizations were amazing, but their communications were not.
1. Who Are You?
We start with the individuals—who are you as a team of people, and who is your brand? This takes you from "Me" (the unique perspectives each person brings) to "We" (who you are collectively). How do all these diverse viewpoints complement, strengthen, and support each other?
2. Where Do You Come From?
Everyone brings past histories, origin stories, and experiences that create a wealth of creative talent and background. Your brand has its own rich origin of purpose, meaning, and story. Combining these personal and organizational narratives? That's where the magic happens.
3. Where Are We Going?
This dives into the climate you're operating in—the challenges, opportunities, and unknowns ahead. It's about understanding your landscape and your trajectory.
4. What For?
Is it for fame? Money? Growth? Impact? All of the above? Asking why you're doing what you're doing is often a critically missed opportunity to dive deeper, pivot, or switch things up altogether.
5. What Are We Willing to Risk to Get There?
This question challenges teams in profound ways, offering them an opportunity to branch out, compromise, connect, and create as a unit. It's where the rubber meets the road.
These five questions have worked as essential building blocks for moving toward clarity and connectivity—key for reimagining where you can go as a brand.
The beauty is in how they build on each other. You can't answer where you're going without knowing where you come from. You can't determine what you're willing to risk without being clear on what you're risking it for. And you can't do any of it authentically without first understanding who you really are—both as individuals and as a collective force for change.
One thing I have learned working with so many incredible change-makers - clarity around purpose isn't just nice to have, it's essential for impact.
I developed these questions as part of our toolkit to help your brand get there.
It goes without saying that these questions don't have easy answers. They require you to sit with discomfort, to dig past the surface-level responses, to reconnect with the fire that started your work in the first place.
But I can tell you that when you do, your messaging becomes clearer. Your team rallies around a shared vision. Your supporters understand why you matter.