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The Why of an organisation is a set of values and beliefs through which decisions are made that last. Once we’ve discovered and formulated the company’s Why we have a firm foundation that provides inspiration for innovation, product development, service and so on.

Brands and companies that work from within their Why stand for something bigger than any product, result or metric. The brand will have real meaning and true value in the world. This leads to better possibilities to attract and unite employees, customers and partners.