Ask, “Why does what you are doing matter, to you and to the company?” If the answer doesn’t line up with what your strategy says is important, then it’s time to reassess.

A great strategy can’t overcome a lack of communication…and great communication can’t overcome a lack of strategy. When you know that everyone in your company can tell you why they do what they do, you’ll experience GREAT outcomes.

Try this test: go into an office and ask, “Why does what you are doing matter, to you and to the company?” If the answer doesn’t line up with what your strategy says is important, then it’s time to reassess.

Don’t make the mistake of thinking you need a new strategy. You need a strategy that can be part of a conversation. It’s about the way you shape the story.

When you have a company filled with people who know why their task matters — to them and to your business goals — then you’ve got a company that can win in the market.

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