SAFE COMMUNITIES
One of her clients makes light
poles. She was coaching one of the
executives of this company and she
asked him, “What is the contribution
you are making in the world?” He
answered with several general
responses, and Lisa kept drilling down
with a series of “Why? Why? Why?”
He finally got down to the root of the
company’s contribution. He said, “We
don’t just make light poles. We keep
communities safe.”
The company’s team used to be
united behind the idea of “we make
light poles.” Now they are united
behind the mission of “we keep
communities safe.” And that mission
and that message travel the length of
the company, right down