What do you offer that is of utmost value to those you hope to engage? Here’s a hint. It’s not what you do (your product, program, etc.). And it’s not how you do it (your service, delivery, etc.) Rather, it is why you do what you do.
The problem is that too many organizations begin to design or redesign their offerings before having clarity on why they do what they do — or what they stand for. As a…
