3. "Why?" as a basis for communication
This page is a part of KTH's strategy for communication of sustainable development.
Why are some organisations more successful, even though they all operate in the same environment? One explanation may be that successful and inspiring organisations think, act and communicate in the same way, which is the opposite to all the others. We might say that this is because successful organisations start from why, that is their core, and not what, that is what is actually done; they move from why to how and finally to what.
Why
The aim of the organisation. What the organisation believes in. What drives the organisation. The reason the organisation exists.
How
What distinguishes the organisation. What is unique about the organisation.
What
The organisation’s evidence. What the organisation undertakes or produces in practical terms.
Outgoing communication and incoming communication are perceived in different ways. Communication based on the what engages with rational parts of the brain, while communication based on the how and why engages with parts of the brain that deal with feelings, trust and loyalty. Decision-making is mainly based on how and why.
One example around KTH and sustainable development is suggested below. Note the form of the example, and that how and why refer to the work, not the communicating of the work.
Why
Because we believe in a future in which we and coming generations have the potential to live good lives.
How
Through research and education that drives knowledge and society forward.
What
Develop educational content, run research projects and expose solutions.
The why for KTH
By developing a strategy for communicating sustainable development, KTH aims to bring about a closer link between the KTH brand and sustainable development. Communication should start from why – the actual aim and KTH’s beliefs and motivations. The why determines how KTH should do this and what KTH should do. From a communications point of view, having a clear why helps enormously when formulating the message.
Why is sustainable development important for KTH? Because the world needs it and we want to meet that need.