George Ambler

Helping Leaders Grow


Always Communicate the Why

Communication is most important to leaders. Leaders often spend too much time communicating the “what” and the “how” and don’t devote enough time to the “why”. The result? People are left feeling disengaged and uninspired.

Effective leaders spend time communicating the “why” – before moving on to talk about the “what” and the “how”. The result? People connect with the leaders vision, purpose and intent. 


In most organisations the “why” is neglected or missing. This is a huge problem. Without a clear and compelling “why” people are unable to figure out the right “what” or the best “how”. The result is misdirected effort, wasted time and money.

Instead focus on communicating the “why”, spending less on the “how”. People need to understand the “why” for them to follow! When the “why” is lacking people miss the larger vision and purpose. When the “why” is clear and compelling communication engages, inspires and motivates. When the “why” is understood the “what” and “how” become clear.

“No sentence can be effective if it contains facts alone. It must also contain emotion, image, logic, and promise.” – Eugene Schwartz

If the “why” is clear, compelling and powerful people will figure out the “what” and “how”.

When you next communicate.

  • Spend a more time than you think necessary talking about the “why”
  • When talking about the “what” and the “how” make it clear how they connect to the “why”



Where Leadership Begins


An Important Question for Leaders


  1. Jesper

    It would be appropriate to mention Simon Sinek, the man behind this concept and use of words leading to this blog post.

    If this is merely a coincidence, then you would probably enjoy his book: “Start with Why”. A great read.

    Kind regards

  2. Wonder if you’ve read Simon Sinek’s book on the same subject – ‘start with why’

  3. I learnt initially about the principle of why before how from Peter Block’s book “The Answer to How Is Yes: Acting on What Matters” which I highly recommend by the way.

    Seems that Simon Sinek’s book “Start With Why” is also a “must read” on this important topic.

    Thanks for the comments and feedback.

Leave a Reply

Powered by WordPress & Theme by Anders Norén