The Why Behind

Getting everyone aligned and moving in the same direction is a critical startup leader responsibility and skill. Articulating the “why” behind the direction makes all the difference by supplying the underlying reasons, motivations, or rationales behind a particular direction, decision, proposal, or action.

Under pressure, leaders are often in a rush to get things checked off their list or handed off to someone else; however, if you shortchange the communication by failing to provide enough rationale, you can handicap the recipient’s understanding. If you spot any of the following, consider if you have taken the time to explain the “why” behind what you are trying to accomplish:

• Getting wires crossed?
• Unexpected resistance?
• Misfire on direction?
• Confusion across the team?
• Complaining about change?
• Misunderstanding the plan?
• Skepticism and other evidence of lack of trust?
• Feedback about micromanagement?

All of these and more are potential symptoms of miscommunication arising from failing to provide the “why” behind your ask.

The Why Provides Critical Context to Achieve Shared Understanding

When leading a team, pitching a group of potential investors, or selling to a potential customer/partner, helping the recipients understand why something is important, why a choice of direction was made, or some other rationale for our chosen direction and desired actions often enables the listener to put the information being shared in context and then to correctly dial in on how to aim to hit that target. This context is crucial for several reasons:

• Enhancing communication: Effective communication is a cornerstone of successful business interactions. Sharing the “why” ensures that information is communicated comprehensively, reducing the likelihood of misunderstandings or misinterpretations. When the intentions behind the proposal are shared, it makes it easier to interpret accurately – this has been pivotal in complex startup negotiations more times than I can count!
  
  
• Providing clarity and improving understanding: Clearly articulating the reasons behind a decision helps others understand the thought process and the factors that influenced the choice. Particularly useful when, for example, articulating business plans to potential investors, laying out rationales to regulators, or describing the budget proposed for Board approval, transparency fosters better comprehension and reduces confusion.

• Enabling alignment on goals: Sharing the “why” ensures that all parties involved in the conversation have a common understanding of the overarching goals and objectives. This alignment is essential for a cohesive and cooperative effort toward achieving shared business outcomes. This is particularly useful when getting team members aligned on the project plans to achieve critical milestones or agreeing on what to commit to as a use of proceeds when fundraising.
  
  
• Building trust: Transparency builds trust. When stakeholders know the reasoning behind a decision, it demonstrates openness and honesty. This, in turn, fosters a culture of trust, which is crucial for effective communication and collaboration. The “why” rationale helps Board members understand a startup’s evolving strategy as well as helping partners and collaborators understand the logic behind a business arrangement and foster win-win negotiations.
  
  
• Supporting innovation and problem-solving: Contextual information can spark creativity and innovation. By understanding the rationale behind a decision or strategy, team members may be better equipped to suggest improvements or alternative solutions that align well with the overall objectives, enabling a potentially better solution. Often, this is how to unlock the contributions of an entire team rather than rely on only a few people.
  
  
• Encouraging engagement: Knowing the “why” behind a decision or proposal can motivate people. When team members understand the purpose and significance of their tasks, they are more likely to be engaged and committed to their work. Linking the work to how it advances the startup towards its goals and why those goals are significant can unlock that extra bit of effort to get essential work across the finish line.
  
  
• Managing resistance: Resistance to change or new initiatives is not uncommon, even in the dynamic world of startups. Explaining the reasons behind a decision often helps reduce resistance by revealing the rationale, addressing concerns, and providing a logical basis for the proposed direction.
  
  
• Supporting adaptability and flexibility: In a dynamic business environment, situations and priorities change frequently. Knowing the reasons behind a decision allows individuals and teams to adapt more effectively when circumstances evolve or recognize when to escalate a need to reconsider (which seems like a constant in the fast-moving world of building the bridge you are running across!)

To sum up, providing the “why” in a business context is essential for creating shared understanding, fostering trust, encouraging good judgment, and driving successful outcomes. Take the time to provide that background and check for understanding since, by enriching the conversation with “why,” you will give the necessary context to support sound decision-making and enable others to navigate the complexities and achieve your goals.