Start With Why

amazing company that was changing the rules of business. And it was true that, like all inspiring companies, AOL set in motion changes that profoundly altered how we do almost everything. They inspired a nation to get online. Their cause was clear and their decisions were governed by their WHY. Their goal was to get more people online, even if their decisions in pursuit of that goal wreaked havoc on their business in the short term. With their WHY in focus, AOL pulled ahead of their competition by deciding to change from hourly pricing for Internet access to unlimited monthly pricing, a decision that created so much traffic it shut down their servers. Given the impact, the decision was neither practical nor rational, but it was the right choice to help bring their cause to life. That their systems shut down with the additional traffic only pushed them to work harder to cope with it, to ensure that America could, in fact, get and stay online.
    In those days, having an AOL e-mail address was a point of pride—a sign of being one of those who was a part of the Internet revolution. These days, still having an AOL e-mail address is a symbol of having been left behind. That the meaning of something as simple as @aol.com has changed so dramatically is additional proof that the company’s cause has long since departed. Absent a clear WHY, size and momentum are all AOL has to keep them going. The company is not inspiring anymore, not to those who work there and not to those on the outside. We don’t talk about them like we used to and we certainly don’t feel the same way about them either. We don’t compare them to Google or Facebook or any of the other industry-changing companies of today. Like a massive freight train with brakes applied, it will still take miles for this train to come to a complete stop. It’s simple physics. At best AOL’s size will help them putter along, but without a more compelling purpose, cause or belief, the company is simply a collection of stuff. It will probably end up being chopped up and sold off for scrap (technology or customers), which is a sad reality considering how inspiring AOL used to be.
    It is not a coincidence that successful entrepreneurs long for the early days. It is no accident that big companies talk about a “return to basics.” What they are alluding to is a time before the split. And they would be right. They do indeed need to return to a time when WHAT they did was in perfect parallel to WHY they did it. If they continue down the path of focusing on their growth of WHAT at the expense of WHY—more volume and less clarity—their ability to thrive and inspire for years to come is dubious at best. Companies like Wal-Mart, Microsoft, Starbucks, the Gap, Dell and so many others that used to be special have all gone through a split. If they cannot recapture their WHY and reinspire those inside and outside their organization, every one of them will end up looking more like AOL than the companies they were.

What Gets Measured, Gets Done
    In the fall of her freshman year in college, Christina Harbridge set out to find a part-time job. Intrigued by the prospect of working in the antiques business, she answered a newspaper ad in Sacramento to do office work for a “collector.” Harbridge soon found out, however, that the job was filing papers for a collections agent, and even then she wasn’t entirely sure what that meant.
    The collections office consisted of a huge room with dozens of phone stations, each staffed by a debt collector making call after call to a long list of businesses and individuals who owed money. The setup of the room meant there was no privacy—everyone could hear everyone else’s calls. Harbridge was immediately taken by the harshness of the tone that all the collectors used with those from whom they aimed to collect unpaid debts. “They would hound them, and practically threaten them,” she said. “They would do anything it took to get information from them.”
    Harbridge recognized that the owner of the company and the collectors were all kind, gracious people. They helped each other out, listened to each other’s problems and even joined together to sponsor a homeless family during the holidays. But when they were on the phone to collect a debt, these same people turned passive-aggressive, rude and often mean. It’s not because they were bad people, it’s because they were incentivized to be that way.
    Their officious behavior made