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Governance Reimagined: Organizational Design, Risk, and Value Creation by David R. Koenig

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Chapter 12

The Things that Motivate People

Management guru Daniel Pink relates his early journalism training to organizational behavior and design by using the “Five Ws and an H” formula. Who, what, where, when, why, and how—that's what you need to write a story.1 There is a story we're trying to write—a story about living our values.

Pink says the “how” in his allegory is handled by the universities, business schools, and those that train our employees. The “who” is determined by human resources and outside recruiters. The CEO and consulting advisors determine the “what.” Subsequently, the “where” and “when” are the domains of logistics, management, and the supply chain network. We would add the board, investors, regulators, customers, and others in the organization's social network to the “who, what, where, when, and how” as well.

But “where is the ‘why’ handled?” he rightly asks.

We could simply move to the top of the organizational hierarchy and say that the board, through its foundational documents, determines strategy, mission, vision, and the like (in fact, we did say this in Chapter 1!). When there is a board, it tells us the “why” as well as “where” the organization is heading. But before a board of directors ever exists, a visionary leader with an idea assumes the role of director. His or her ambition may be modest or world-changing, but just sharing his or her vision with someone is not enough to see it realized. Someone has to do the work and, in most cases, it's going ...

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