"Why" sets high ambition, not "What" or "How"

Launching Bluebook at the end of last month has reinforced one lesson above all: the importance of leading with the why

When you launch a project — a business, a transformation, a change programme — it’s easy to start with what it is. But what resonates is a strong purpose and conviction behind it. This is the secret of achieving high ambition that I see many successful business and change leaders achieve

Why I wrote Bluebook: To capture the lessons from that journey that every leader can use — lessons even more relevant in today’s business environment. Leaders are being asked to drive growth through uncertainty, with rapid data and AI driven change, and vastly shifting expectations. In moments where the world feels like it is running away from you, clarity of purpose becomes a real advantage.
Culture becomes the engine.
Conviction becomes the differentiator.
And leading with why becomes the essential compass

As we’ve shared Bluebook with new audiences, putting the “why” at the centre has sparked deeper conversations and stronger engagement. People connect with purpose before process, they set ambition on vision not targets, and they value a leadership compass in this uncertain world

Business leaders play a powerful role in today's society and can provide value far beyond financial success and economic contribution. 

I’m looking forward to discussing this next week at the Oliver Wyman Bluebook launch next week with John Romeo (Oliver Wyman) facilitated by Gillian Tett 

hashtag#Leadership hashtag#BusinessTransformation hashtag#Bluebook hashtag#PurposeDrivenLeadership