It’s one thing to articulate your Why, and another entirely to keep it alive and at the centre of every daily business activity. Leadership is the act of being a compass – it comes down to the way you talk about what you do. The organisation’s ‘WHY’.

Reflect on the business not as a ‘company’ but as a ‘movement’. The importance of a deliberate, consistent decision to keep the Why at the centre of all that is executed.

Without this focus at the heart, it can be too easy to lose sight of the impact that it has in daily operational activity. It is those small actions and behaviours that define your organisation and sustain custom.