{"id":1945,"date":"2022-03-08T10:11:09","date_gmt":"2022-03-08T10:11:09","guid":{"rendered":"https:\/\/test.symbal.com\/?p=1945"},"modified":"2023-04-06T09:25:51","modified_gmt":"2023-04-06T09:25:51","slug":"the-power-of-why","status":"publish","type":"post","link":"https:\/\/www.symbal.com\/sv\/the-power-of-why\/","title":{"rendered":"Why is \u2018Why\u2019 so powerful?"},"content":{"rendered":"

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You can change a lot if you manage to inspire a genuine commitment to the reasons behind making the change in the first place.<\/span><\/p>\n

The power of \u2018why\u2019 is easily understood if we just consider how we ourselves handle change. \u2018You need to lose weight!\u2019; \u2018You need to learn how to make pivot tables in Excel!\u2019; \u2018You need more exercise!\u2019; \u2018You need to use our style guide when making PowerPoints!\u2019. If you want to achieve any of these things, you need to both understand and feel the \u2018Why\u2019, right?<\/span><\/p>\n

<\/span><\/p>\n

In our part of the world, a direct order can work, but it rarely creates enthusiasm and job satisfaction. For Scandinavian companies in particular, an individual\u2019s ability to perform at work is based on a sense of free will and of being able to influence the results themselves. Here, the goal of communication and leadership is that employees should be able to look at themselves in the mirror with a retained sense of integrity \u2013 and that they\u2019re involved by fully understanding the \u2018why\u2019.<\/span><\/p>\n

The power of Why<\/h2>\n

In day-to-day operations, the scenes of purpose and reason effect how we perform and how we take on everyday work, and it becomes especially important when one wants to effect a change or take a developmental step.<\/span><\/p>\n

\u2018Why?\u2019 is always an essential question, unless you\u2019re on a construction site and someone screams \u2018Duck!\u2019. There, you will quickly learn to simply do so. But at the same construction site, an engineer asks \u2018Why?\u2019 when she\u2019s told `we\u2019re going to merge with the worst competitor\u2019. And she is more likely to do a good job for the new company if she is given a good answer.<\/span><\/p>\n

An understanding of and deeper knowledge about the underlying causes of change is required not only for the manager but for all employees. In fact, it\u2019s essential to be able to contribute to a positive change process. If you can visualise an attractive picture of the future, you\u2019ll feel comfortable and are more likely to join the change journey to get there.<\/span><\/p>\n

Still, the \u2018why\u2019 is too often forgotten. The \u2018what\u2019, \u2018when\u2019 and \u2018how\u2019 are usually given priority when the ball gets rolling. However, neglecting the \u2018why\u2019 part of the big picture creates reactive behaviour in an organisation, so it is vital to keep it in mind when embarking on a change journey.<\/span><\/p>\n

Explaining the \u2018why\u2019 can help you address basic human emotions like uncertainty, doubt and scepticism. It\u2019s an existential issue. A well-communicated \u2018why\u2019 can unleash initiative and the desire to actively participate in the change journey.<\/span><\/p>\n

Examples of the power of \u2018why\u2019 are found in all the companies we consider \u2018visionary\u2019 or \u2018idea-driven\u2019, where employees share the owners\u2019 desire to create specific and real benefits for customers and\/or society.<\/span><\/p>\n

<\/span><\/p>\n

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<\/span><\/p>\n

An example of how a new\u00a0<\/span><\/span>\u2018Why\u2019\u00a0<\/span><\/span>changed an entire industry<\/span><\/strong><\/h2>\n

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To illustrate the strength of \u2018why\u2019, let\u2019s take an example that\u2019s not about any of the American digital giants that are supposedly driven by \u2018vision\u2019. The existential dimension of \u2018why we exist\u2019 has existed as a policy instrument for much longer than they\u2019ve been around, not at least in many Scandinavian companies.<\/span><\/p>\n

Let\u2019s look at a company from a more traditional industry such as the bed manufacturer H\u00e4stens. They managed to change the whole business in the 1990s and lay the foundation for a fantastic success journey. H\u00e4stens went from being a small, family-owned, local multi-supplier subcontractor to being the industry\u2019s fastest-growing bed company, with an international presence. How? The simple answer is that they decided \u2018why\u2019 they should be on the market, 100% from the customer\u2019s point of view.<\/span><\/p>\n

In this particular \u2018why\u2019 lies the answer to their internal transformation and positioning on the market. Their focus was shifted from manufacturing to customer needs. They wanted to create the best sleep. Their strength, besides having a rather narrow focus on checkered handmade beds, lay in their ability to getting committed to the \u2018why\u2019, both inside and outside the company.<\/span><\/p>\n

It was a clever idea that transformed the whole bed-market narrative \u2013 for retailers and consumers alike. H\u00e4stens put sleep at the centre of the purchase of a bed. For the consumer, it became clear that \u2018The H\u00e4sten isn\u2019t a bed \u2013 it\u2019s a relaxing and comfortable sleep,\u2019 and \u2018The best sleep is worth the price\u2019.<\/span><\/p>\n

\n

The \u2018unlikely\u2019 becomes possible if you have a good explanation and reason for a change. When it comes to communication, an engaging story is often what is needed\u2014one that is based on known needs. This story needs to have the ultimate aim of creating tangible benefits for both employees and customers.<\/p>\n<\/blockquote>\n

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Practical tips for the change communicator –<\/h2>\n

Look for two themes in creating and using the \u2018why\u2019 story:<\/span><\/h2>\n

<\/span><\/p>\n

<\/h3>\n
    \n
  • <\/b>Reasons behind the change initiatives.<\/b>\u00a0<\/span>How does the planned change connect to business reasons, strategic reasons or cultural reasons? Shape your story with real-life examples that are relatable for the target group. A narrow, everyday explanation is easier to grasp than reasoning on a too complex level, e.g. decline in market shares, stock value drop, or our supply chain is not efficient enough, etc.<\/span><\/li>\n<\/ul>\n

    For example, let\u2019s say you want to start a movement towards a shift in culture, and the main directive is: \u2018We need to be more agile to be able to adjust more quickly to changes in the marketplace.\u2019So \u2018Why do we need to be agile?\u2019 is one question that needs to be explained. But also \u2018What does being agile actually mean in practice for us, the people in the organisation?\u2019 This needs to be understood and exemplified by you as a communicator. Dig into the reason(s) by using the \u2018five whys\u2019 interrogation technique. Asking \u2018why\u2019 five times, each answer forms the basis for the next question, is a brilliant method to reveal the root cause to a problem.<\/span><\/p>\n

    <\/span><\/p>\n

      \n
    • <\/b>The future state.<\/b>\u00a0The reason we change is to achieve something. Presenting an attractive creatively-moulded image of the future will have an emotional impact. The aim is to create trust, anticipation and a desire to jump aboard.<\/span><\/li>\n<\/ul>\n

      As a final note, on a corporate communication level, we can only create the overall framework of the \u2018why\u2019. How the messages are delivered is determined both by the content and the format. The passion, credibility and trust that all our change ambassadors inspire when the story is told make a huge difference. If leaders and promoters believe in the message, it will be appreciated and make the necessary impact.<\/span><\/p>\n

      So, as a communicator, ask yourself how you can make people believe in the change by\u00a0explaining<\/b>\u00a0and\u00a0visualizing<\/b>\u00a0the \u2018why\u2019.<\/span><\/p>\n

        <\/ul>\n

        \n

        [\/et_pb_text][et_pb_image src=”https:\/\/www.symbal.com\/wp-content\/uploads\/2021\/10\/Symbal_online_Why_on.png” title_text=”Why is \u2018Why\u2019 so powerful?” align=”center” _builder_version=”4.16″ _module_preset=”default” width=”28%” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column_inner][\/et_pb_row_inner][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” parallax__hover=”off” parallax_method__hover=”on” custom_padding__hover=”|||”][\/et_pb_column][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.16″ _module_preset=”default” da_disable_devices=”off|off|off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ 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        Monthly webinars\u00a0<\/span><\/h3>\n

        Sign up to watch the replay of our latest webinars.<\/span><\/span><\/p>\n

        [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”4.16″ background_color=”RGBA(255,255,255,0)” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.16″ background_color=”RGBA(255,255,255,0)” custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/www.symbal.com\/wp-content\/uploads\/2022\/02\/Ska\u0308rmavbild-2022-02-17-kl.-09.31.56.png” title_text=”Ska\u0308rmavbild 2022-02-17 kl. 09.31.56″ force_fullwidth=”on” align_tablet=”center” align_phone=”center” align_last_edited=”on|desktop” _builder_version=”4.16″ custom_margin=”||-20px|” global_colors_info=”{}”][\/et_pb_image][et_pb_button button_url=”https:\/\/event.webinarjam.com\/register\/22\/ko98pco” url_new_window=”on” button_text=”Watch now” button_alignment=”center” _builder_version=”4.16″ custom_button=”on” button_text_size=”12px” button_bg_color=”#fa7f28″ button_border_width=”0px” button_border_radius=”6px” button_letter_spacing=”1px” button_font=”Lato|700||on|||||” button_icon=”5||divi||400″ background_layout=”dark” custom_margin=”||0px|” custom_padding=”8px||8px|” animation_style=”fold” box_shadow_style=”preset3″ box_shadow_color=”rgba(250,127,40,0.4)” button_letter_spacing_hover=”1px” global_colors_info=”{}” button_text_size__hover_enabled=”off” button_one_text_size__hover_enabled=”off” button_two_text_size__hover_enabled=”off” button_text_color__hover_enabled=”off” button_one_text_color__hover_enabled=”off” button_two_text_color__hover_enabled=”off” button_border_width__hover_enabled=”off” button_one_border_width__hover_enabled=”off” button_two_border_width__hover_enabled=”off” button_border_color__hover_enabled=”off” button_one_border_color__hover_enabled=”off” button_two_border_color__hover_enabled=”off” button_border_radius__hover_enabled=”off” button_one_border_radius__hover_enabled=”off” button_two_border_radius__hover_enabled=”off” button_letter_spacing__hover_enabled=”on” button_letter_spacing__hover=”1px” button_one_letter_spacing__hover_enabled=”off” button_two_letter_spacing__hover_enabled=”off” button_bg_color__hover_enabled=”off” button_one_bg_color__hover_enabled=”off” button_two_bg_color__hover_enabled=”off”][\/et_pb_button][et_pb_text _builder_version=”4.16″ text_font=”Open Sans||||||||” text_text_color=”#898f99″ text_font_size=”15px” text_line_height=”1.8em” link_font=”||||||||” link_text_color=”#3c39e6″ header_font=”||||||||” header_2_font=”||||||||” header_3_font=”||||||||” header_4_font=”Open Sans|700|||||||” header_5_font=”||||||||” background_color=”RGBA(255,255,255,0)” text_orientation=”center” custom_margin=”20px|20px|40px|20px” locked=”off” global_colors_info=”{}” header_4_font_size__hover_enabled=”on|desktop” header_4_font_size__hover=”15px”]<\/p>\n

        \u00a0Structuring communication in a changing world<\/h4>\n

        Knowing that up to 70% of change initiatives fail \u2013 how do we inspire, energise, and move people to overcome barriers to change? \u00a0In this seminar we\u2019ve invited Sara Ahlberg, Lisa-Marie Teubler and Gisela Bosco from MKB Fastighets.<\/span><\/p>\n

        [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.16″ background_color=”RGBA(255,255,255,0)” custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/www.symbal.com\/wp-content\/uploads\/2022\/02\/Ska\u0308rmavbild-2021-12-15-kl.-15.42.45.png” title_text=”Ska\u0308rmavbild 2021-12-15 kl. 15.42.45″ force_fullwidth=”on” align_tablet=”center” align_phone=”center” align_last_edited=”on|desktop” _builder_version=”4.16″ background_color=”RGBA(255,255,255,0)” custom_margin=”||-20px|” locked=”off” global_colors_info=”{}”][\/et_pb_image][et_pb_button button_url=”https:\/\/event.webinarjam.com\/register\/20\/qrlpofk” url_new_window=”on” button_text=”Watch now” button_alignment=”center” _builder_version=”4.16″ custom_button=”on” button_text_size=”12px” button_bg_color=”#fa7f28″ button_border_width=”0px” button_border_radius=”6px” button_letter_spacing=”1px” button_font=”Lato|700||on|||||” button_icon=”5||divi||400″ background_layout=”dark” custom_margin=”||0px|” custom_padding=”8px||8px|” animation_style=”fold” box_shadow_style=”preset3″ box_shadow_color=”rgba(250,127,40,0.4)” button_letter_spacing_hover=”1px” locked=”off” global_colors_info=”{}” button_text_size__hover_enabled=”off” button_one_text_size__hover_enabled=”off” button_two_text_size__hover_enabled=”off” button_text_color__hover_enabled=”off” button_one_text_color__hover_enabled=”off” button_two_text_color__hover_enabled=”off” button_border_width__hover_enabled=”off” button_one_border_width__hover_enabled=”off” button_two_border_width__hover_enabled=”off” button_border_color__hover_enabled=”off” button_one_border_color__hover_enabled=”off” button_two_border_color__hover_enabled=”off” button_border_radius__hover_enabled=”off” button_one_border_radius__hover_enabled=”off” button_two_border_radius__hover_enabled=”off” button_letter_spacing__hover_enabled=”on” button_letter_spacing__hover=”1px” button_one_letter_spacing__hover_enabled=”off” button_two_letter_spacing__hover_enabled=”off” button_bg_color__hover_enabled=”off” button_one_bg_color__hover_enabled=”off” button_two_bg_color__hover_enabled=”off”][\/et_pb_button][et_pb_text _builder_version=”4.16″ text_font=”Open Sans||||||||” text_text_color=”#898f99″ text_font_size=”15px” text_line_height=”1.8em” link_font=”||||||||” link_text_color=”#3c39e6″ header_font=”||||||||” header_2_font=”||||||||” header_3_font=”||||||||” header_4_font=”Open Sans|700|||||||” header_5_font=”||||||||” text_orientation=”center” custom_margin=”20px|20px|40px|20px” locked=”off” global_colors_info=”{}” header_4_font_size__hover_enabled=”on|desktop” header_4_font_size__hover=”15px”]<\/p>\n

        How can we communicate effectively?<\/h4>\n

        What moves people and what can help us overcome barriers? These questions are crucial to any communicator, but especially to change communicators.
        Guest: Erik Modig.<\/p>\n

        [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.16″ background_color=”RGBA(255,255,255,0)” custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/www.symbal.com\/wp-content\/uploads\/2022\/02\/Ska\u0308rmavbild-2021-12-15-kl.-15.52.27.png” title_text=”Ska\u0308rmavbild 2021-12-15 kl. 15.52.27″ force_fullwidth=”on” align_tablet=”center” align_phone=”center” align_last_edited=”on|desktop” _builder_version=”4.16″ custom_margin=”||-20px|” locked=”off” global_colors_info=”{}”][\/et_pb_image][et_pb_button button_url=”https:\/\/event.webinarjam.com\/register\/19\/81673t6″ url_new_window=”on” button_text=”Watch now” button_alignment=”center” _builder_version=”4.16″ custom_button=”on” button_text_size=”12px” button_bg_color=”#fa7f28″ button_border_width=”0px” button_border_radius=”6px” button_letter_spacing=”1px” button_font=”Lato|700||on|||||” button_icon=”5||divi||400″ background_layout=”dark” custom_margin=”||0px|” custom_padding=”8px||8px|” animation_style=”fold” box_shadow_style=”preset3″ box_shadow_color=”rgba(250,127,40,0.4)” button_letter_spacing_hover=”1px” locked=”off” global_colors_info=”{}” button_text_size__hover_enabled=”off” button_one_text_size__hover_enabled=”off” button_two_text_size__hover_enabled=”off” button_text_color__hover_enabled=”off” button_one_text_color__hover_enabled=”off” button_two_text_color__hover_enabled=”off” button_border_width__hover_enabled=”off” button_one_border_width__hover_enabled=”off” button_two_border_width__hover_enabled=”off” button_border_color__hover_enabled=”off” button_one_border_color__hover_enabled=”off” button_two_border_color__hover_enabled=”off” button_border_radius__hover_enabled=”off” button_one_border_radius__hover_enabled=”off” button_two_border_radius__hover_enabled=”off” button_letter_spacing__hover_enabled=”on” button_letter_spacing__hover=”1px” button_one_letter_spacing__hover_enabled=”off” button_two_letter_spacing__hover_enabled=”off” button_bg_color__hover_enabled=”off” button_one_bg_color__hover_enabled=”off” button_two_bg_color__hover_enabled=”off”][\/et_pb_button][et_pb_text _builder_version=”4.16″ text_font=”Open Sans||||||||” text_text_color=”#898f99″ text_font_size=”15px” text_line_height=”1.8em” link_font=”||||||||” link_text_color=”#3c39e6″ header_font=”||||||||” header_2_font=”||||||||” header_3_font=”||||||||” header_4_font=”Open Sans|700|||||||” header_5_font=”||||||||” text_orientation=”center” custom_margin=”20px|20px|40px|20px” header_4_font_size_tablet=”” header_4_font_size_phone=”” header_4_font_size_last_edited=”on|phone” locked=”off” global_colors_info=”{}” header_4_font_size__hover_enabled=”on|desktop” header_4_font_size__hover=”15px”]<\/p>\n

        The power of gamification<\/h4>\n
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        Listen to a discussion about gamification, why it is effective, and also learn about some real-life examples from organizations who apply gamification as a strategic tool in their L&D arsenal.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

        [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_button button_url=”@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjE4MTUifX0=@” button_text=”View All Webinars” button_alignment=”center” _builder_version=”4.16″ _dynamic_attributes=”button_url” background_layout=”dark” custom_margin=”|||” custom_padding=”12px|30px|12px|30px” box_shadow_style=”preset3″ box_shadow_color=”rgba(60,57,230,0.15)” button_letter_spacing_hover=”1px” locked=”off” global_colors_info=”{}” button_text_size__hover_enabled=”off” button_one_text_size__hover_enabled=”off” button_two_text_size__hover_enabled=”off” button_text_color__hover_enabled=”off” button_one_text_color__hover_enabled=”off” button_two_text_color__hover_enabled=”off” button_border_width__hover_enabled=”off” button_one_border_width__hover_enabled=”off” button_two_border_width__hover_enabled=”off” button_border_color__hover_enabled=”off” button_one_border_color__hover_enabled=”off” button_two_border_color__hover_enabled=”off” button_border_radius__hover_enabled=”off” button_one_border_radius__hover_enabled=”off” button_two_border_radius__hover_enabled=”off” button_letter_spacing__hover_enabled=”on” button_letter_spacing__hover=”1px” button_one_letter_spacing__hover_enabled=”off” button_two_letter_spacing__hover_enabled=”off” button_bg_color__hover_enabled=”off” button_one_bg_color__hover_enabled=”off” button_two_bg_color__hover_enabled=”off”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

        Genuine commitment to change reasons can lead to significant transformation. Day-to-day operations are impacted by purpose and reason, making it essential for effecting change. The “why” is often overlooked, but inspiring a genuine commitment to it is crucial. 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