I strongly recommend you watch Simon Sinek's How great leaders inspire action:
Particularly at the beginning of a project, the editorial team spends a lot of time working with a client to help reshape their current corporate voice and storyline to be ready for the digital age. Once done, this storytelling approach transcends the digital channels and is used in all communication activity, be it internal, external, above-the-line or offline.
Inspired by Simon Sinek, we now start our projects by asking our clients one simple question: “Why do you do what you do?” Surprisingly, the answer doesn't always come immediately. However, it's fantastic to watch the faces in the room when it does. In one moment, there arrives a clear sense of purpose mixed with admiration for their own industry, which was previously buried in the usual pressures of the day job.
Asking this one question gives birth to a storyline and content that is focused, fresh, genuine and compelling. The why represents the whole organisation, and it begs to be told by many people within the organisation, which fits perfectly within ZN's “show me, don't expect me to trust you” content approach.
So, have you asked yourself why recently?
Your turn: at the very core, why do you (or your organisation) do what you do? I hope you enjoy Simon's video and I'd love to hear what struck you most about his model.