Purpose, Communications, Strategy Ben Wickham Purpose, Communications, Strategy Ben Wickham

The Power of Why: How Purpose-Driven Stories Transform Organisations

Human beings are wired for stories—they help us make sense of the world and inspire action. In business, a compelling “Why” story drives purpose, engagement, and performance. Companies with a clear purpose grow faster, attract top talent, and achieve 42% better financial results. But purpose alone isn’t enough. Pair it with a “How” story—your roadmap to action—and you align teams, boost engagement, and outperform competitors. Ready to transform your organisation with stories that matter? Start with your “Why” and “How.”

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Strategy, Vision Ben Wickham Strategy, Vision Ben Wickham

The Quick Guide To Taking Out The Enemies Air Fields from the Royal College of Defence Studies.

I will go out on a limb and suggest that strategy might be the most misunderstood and overused word in business. I also suspect that, within most leadership teams, admitting you don’t know what a strategy feels like, confessing to weakness or incompetence. There’s this silent assumption that everyone should automatically “get it,” which makes it almost impossible for anyone to ask for clarity without worrying they’ll be judged. This reluctance often leads to bloated, overcomplicated plans that lack any real direction.

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