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“What is an early childhood memory that has stayed with you?” I recently asked the CEO of a successful internet company. Let’s call him Jake.
We got into a conversation after I explained how we help individuals and organizations discover and live their WHY. Jake told me that while he knew his WHY, he struggled to get new employees enthusiastic about the company’s WHY. “I just don’t know how to convey it,” he said.
This is something I often hear. A WHY statement is not just a nice-sounding slogan. It must evoke emotions. Those emotions are rooted in real-life stories and experiences. When you express your WHY statement, it should immediately remind you of a specific experience and its associated feelings. So, I asked Jake the question that would uncover a remarkable story.
Jake’s Story
Jake loves sailing. From a young age, he spent hours in small boats on lakes. As he got older, he started sailing on the Wadden Sea, just North of the Netherlands. In his twenties, he became a skipper, organizing trips for groups and spending many days at sea.
One trip stands out vividly for him. It was a stormy day with winds of force 8, and Jake led a group of German church members. The sea was rough, with high waves tossing the ship around. While Jake steered and gave instructions, a sudden commotion erupted on deck.
A young man was lying on the ground, surrounded by concerned passengers. He was experiencing a severe asthma attack. Jake called for help over the radio and was connected to a doctor. The doctor asked countless questions: “How old is he? What happened? Is he an asthma patient? What is his current condition?” Jake had to run back and forth between the cabin, where the radio was, and the deck to gather answers from the bystanders. The situation grew increasingly urgent.
As Jake moved back and forth, he noticed other ships in the area. They had heard the emergency call and were standing by, ready to assist upon instructions from the shore. When Jake returned to the radio, the doctor continued asking questions, but it became clear that the patient could not be moved quickly. Frustrated by the doctor’s indecision, Jake took matters into his own hands. He informed the doctor that the questions were not helping and decided to sail toward the nearest harbor as fast as possible. The sailing ship only had a small auxiliary engine, and using the sails would take too long. Instructions came over the radio, directing nearby ships to assist immediately.
Two ships, a customs vessel and another boat, approached. They tied themselves to either side of Jake’s sailing ship and towed it alongside to increase the speed drastically. Relief washed over Jake as they raced toward the nearest harbor.
A clear path had been arranged even at the harbor, where slow navigation is usually mandatory. Emergency services were waiting at the dock. The young man was cared for, and everything turned out well.
The Power of Emotions in Stories
“What did you feel at that moment?” I asked Jake. He described his frustration due to the indecision and his determination to act. “If no one else acts, I have to,” he said.
This decisiveness has been a recurring theme in his life. It’s a character strength that contributes to Jake’s success as an entrepreneur. By sharing stories like this, you can inspire others and help them feel the essence of your WHY. Emotions and feelings are the keys.
What Can You Learn from Jake?
In my conversation with Jake, we didn’t pinpoint his company’s WHY, but that wasn’t the goal. The point is that stories make an impact. As I write this, I again feel the emotions Jake described: the fear, stress, relief, and joy when everything turned out well. These emotions make your WHY tangible.
Do you want to inspire your (new) employees with your WHY? Start by sharing impactful stories like this. Stories that show your contribution (and that of your company) that impact the world. They bring your WHY to life.
Discover Your WHY
Are you ready to uncover your impactful stories and share your WHY with the world? Or do you want to work with your team to craft a powerful WHY statement? We’re here to guide you on this journey. Contact us today and let your stories speak!
What’s a Defining Story in Your Life?
What experience has revealed your strength or talent that impacted those around you? Let me know in the comments below. Other readers and I would love to hear from you!
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