Start with Why Webinar Jan 2014
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Jane Adams Desktop Education for Parks and Recreation California Park and Recreation Society Hosted by Jodi Rudick
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Start with Why Webinar Jan 2014
- 1. START 2014 WITH YOUR AGENCY’S WHY PRESENTED BY JANE ADAMS, EXECUTIVE DIRECTOR, CALIFORNIA PARK & RECREATION SOCIETY JANE@CPRS.ORG 916.665-2777 1
- 2. Welcome and Sign-In • Please sign in with: – Your Agency Name and the number of people watching/attending the webinar from your agency today – What is the name of the person who will be inputting answers into the webinar application 2
- 3. About our Presenter Jane Adams, Executive Director California Park & Recreation Society 3
- 4. Jane H. Adams, CPRS Executive Director 4
- 5. Discuss and Share a few answers in your chat box (the box at the bottom of your left hand column) 1. WHY did you start doing WHAT 2. you are doing in the first place HOW can you go home feeling fulfilled [more fulfilled] by your work? 5
- 6. Your Agency Wears a Lot of Coats • • • • • • • • • Aquatics Golf Course Management Facility Management Leisure Classes Maintenance & Operations Park & Facility Design Senior Services Special Events Landscape Architecture • Sports: classes / leagues • Therapeutic Recreation • Teens / Youth Development • Nature / Interpretation • Outdoor Recreation • Camps (Resident / Day / Specialized) • Pre-school • Urban Forestry 6
- 7. Park & Recreation Mission • • • • • • • • • Promote Health & Wellness Support Economic Development Strengthen Community Image & Sense of Place Strengthen Safety & Security Increase Cultural Unity Foster Human Development Protect Environmental Resources Facilitate Community Problem Solving Provide Recreational Experiences Source: Creating Community in the 21st Century: An Action Plan for Parks & Recreation 7
- 8. A Possible Mission Statement To enrich our community by (1) designing and maintaining parks and facilities that meet current and future needs; (2) offering recreational programs that promote health, fun and lifelong learning; and (3) providing exceptional service to our customers. 8
- 9. In your Feedback Box… In your Feedback Box… (the (the box in the MIDDLE of the left hand column) box in the MIDDLE of the left hand column) Choose the response that best fits your Choose the response that best fits your group’s knowledge of your agency’s group’s knowledge of your agency’s Mission Statement… Mission Statement… a. EVERYONE can recite and explain our agency’s mission statement. b. Most people in our group can recite and explain our mission statement. Those who can’t have promised to learn it before the next webinar. c. Everyone in our group can explain our agency’s mission, but not necessarily recite the mission statement word-for-word. d. None of the above describes our group. Type a response that DOES describe your group’s knowledge of your mission statement. 9
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- 11. Discuss and Share a few answers in your chat box… 1. When it comes to resources, who do you compete with? 2. When it comes to customers who do you compete with? 11
- 12. WHY 12
- 13. Discuss and Share in your chat box. What would be the benefits if all of your internal “competitors” focused on the why? 13
- 15. Maslow’s Hierarchy of Needs Self Actualization Esteem/Status/Ego Social or Belonging Safety and Security Needs Physiological Needs 15
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- 20. Why: Your purpose Or belief In your chat box… Think for a moment WHY you took your job in parks and recreation. If you had other choices of where to work, WHY did you choose to work at your current agency. 20
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- 23. 2 Marketing Messages from Apple We make great computers. They’re beautifully designed, simple to use, userfriendly. Wanna buy one??? Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use & user friendly. Wanna buy one? 23
- 24. Everything we do, we believe in challenging the status quo. We believe in thinking differently. “Here’s to the crazy ones. The rebels. The troublemakers. The ones who see things differently. While some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.” 24
- 25. Simon Sinek’s Why To help build a world in which the vast majority of people go home everyday feeling fulfilled by their work. 25
- 26. Regarding your Pre-Webinar Assignment, In your FEEDBACK BOX, click on the answer that best describes your group. a. b. c. d. ALL or most of us completed our prewebinar assignment Some of us completed our pre-webinar assignment. None of us completed our pre-webinar assignment. Sorry. We didn’t know there was a pre-webinar assignment. We better read our emails more carefully next time. 26
- 27. Let’s Review Your Pre-Webinar Assignment: 1.Think of 5 experiences at work when you felt the agency was at its best – write them down 2. Describe the emotions you felt during those times: happy, confident, powerful, engaged 3.Think of 5 experiences at your agency when you felt you failed or dramatically underperformed or didn’t meet anyone’s expectations – write them down 4.Describe the emotions you felt during those times: unsure, bewildered, confused, shaky, overwhelmed, beaten down 27
- 29. Why: Your purpose Or belief 29
- 30. Make and Take ™ Part One - WHY 30
- 31. How: Values, Guiding Principles Used to Realize the Why 31
- 32. The "how's" of the P&R profession • • • • • • • • • • • • Inclusivity Diversity of experience Service to community Healthy lifestyles Life long learning Accessibility Personal development Professional growth Accessibility Spirituality Environmental stewardship Fun & celebration • • • • • • • We treat everyone equally We serve the community We create fun We celebrate life We teach We promote your spirit We focus on green and clean • We support health Source: Creating Community in the 21st Century: An Action Plan for Parks & Recreation What values guide your agency’s direction? 32
- 33. Make and Take ™ Part Two - HOW 33
- 34. What: Tangible Proof; The Results 34
- 35. The "what's" • • • • • • • • • • Aquatics Golf Course Management Facility Management Leisure Classes Maintenance & Operations Park & Facility Design Senior Services Special Events Landscape Architecture Arts • Sports: classes / leagues • Therapeutic Recreation • Teens / Youth Development • Nature / Interpretation • Outdoor Recreation • Camps (Resident / Day / Specialized) • Pre-school • Urban Forestry 35
- 36. Make and Take ™ Part Three - WHAT 36
- 37. Why: Your purpose Or belief How: Values, Guiding Principles Used to Realize the Why What: Tangible Proof; Results 37
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- 39. In your feedback box… Where Would You Prefer to Work? A or B A. Plan, develop, & operate recreation programs for school age youth; develop budgets, track revenues & expenses; hire, train, supervise & evaluate full and part time staff; maintain relationship with schools & write reports. B. We believe developing youth is important to the quality of the Town of Adams. We assist youth expand their horizons & learn life skills. Bring your expertise and passion for youth to the Town of Adams. 39
- 40. WHY examples ~City of Orinda: We work to make lives and communities better now and in the future. ~Cosumnes CSD: Creating Experiences – Connecting Community ~CPRS Aquatics Section: We believe water changes lives. ~CPRS District 12: We share a passion for our profession and together is better. 40
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- 42. Want More??? • Website: http://www.startwithwhy.com/ • University: http://www.startwithwhy.com/WhyUniversity.aspx • TED: http://www.ted.com/talks/simon_sinek_how_great_leaders_ins • Facebook: https://www.facebook.com/SimonSineksWhyMovement • Search the Internet!!! 42
- 43. Call to Action – Your feedback is critical! Please type in the chat box the most valuable thing learned today. What ideas do you have to make the most of what Jane shared today? You will get a recorded version of today’s webinar in your follow-up email. You can forward this recording to others in your organization. Who might you suggest review the recording in order to benefit from ideas presented? 43
- 44. I know my WHY 44
- 45. Contact INFORMATION • Jane Adams, jane@cprs.org • 916-665-2777 45
- 46. New Month’s Webinar • Make and Take ™ Sponsorship • Presented by Jodi Rudick • Secrets and strategies from both sides of the sponsorship desk • Former Sponsorship Coordinator for City of San Diego and Consultant to Motorola’s Worldwide Marketing Division 46
Editor's Notes
- Welcome to our 2014 DePR Webinars!!! I am very excited to be the first presenter in 2014!!!! The month of January holds so much promise for the coming year. We start a new year with resolutions…resolutions to loose weight, exercise more, drink less, get out more, stay home more, find a new roommate, get a dog, etc.
- 5 minutes into it! As a park & recreation agency you are busy – lots of “to do’s, tasks, priority lists. You are responsible for property, programs, resources, people, marketing, customer experiences, communications, partnerships. We get so busy “doing” that we forget to ask “why.” Me: Katie, go get your shoes on – we are going to the store. Katie (age 4): why? Me: we need cereal, bananas, milk, and peanut butter. Katie: why? Me: you ate the last of the cereal this morning for breakfast, your dad ate the last banana last night as a snack, we are low on milk and peanut butter. Katie: why? Me: just please get your shoes on and let’s go!!! Why do children ask “why?” They want information, details, MEANING… Probably your most annoying co-worker is someone who asks….WHY?
- You work in an eclectic profession. You may be responsible for one “coat” or you may be responsible for several. You may even be responsible for all these coats in your agency. Each of these areas require us to do “things” – order supplies, train and supervise, promote, schedule, etc. Be very clear right now = these are all “what’s” not “whys.” Why do you work in the parks and recreation profession??? At your gut level, why? Figuring out your WHY will help you navigate career options – where to work – maybe even who to work with – what to study – what to let go – it will help you set priorities at home and at work. When we know our WHY certain choices become clear to us; it will help us seek out others who share a similar WHY
- The mission of parks and recreation is very broad. Your department or agency likely has a mission statement. The question do you know it? A mission statement is about your “business” = it is NOT about WHY the business exists in the first place. You have resources (trucks, mowers, swimming pools, art supplies, computers) and you have people (paid and volunteers) that you put towards this mission. Who knows their agency’s mission statement? Who knows where to find your agency’s mission statement?
- I need to modify this page: Do you all agree that this could be a typical mission statement. ROLE PLAY HERE Let me set the stage for you: We are all at a neighborhood bar-be-que. I’m new to the street and I come up to you and I say, “hi…my name is Jane and I just moved into the blue house over there.” You say… I then say…”how long have you lived here? Where do you work? You say… I then ask…”what do you do? You say… I say…”sounds fun…tell me more”…You say… Does this sound like a typical exchange when we talk about what we do for a living; we say things like I teach swim lessons, I work with teens, I cut the grass in the park, I supervise a day camp. We typically talk about the THINGS we do – we don’t convey the “why” of our work…why work at the aquatic center? Why work at the day camp or skate park? It’s a human flaw: we seek MEANING…when we know our WHY - our personal relationships, work, leisure time, etc. becomes focused. Our WHY it our true north – it’s a driving force behind what we do, who we do it with, and how we do it. There are lots of places to work if all you want is a paycheck. As I spend a lot of time at work; I want my work to be meaningful to ME and as an employer I want people who work with me to WANT to work with me and I want them to believe the same as I do about WHY the organization exists, HOW we do the work, and WHAT we produce.
- Let’s do a quick poll – answer this question regarding your group’s knowledge of your agency’s mission statement.
- Because you are so diverse as an agency = you sometimes feel like you are going in a different direction every moment of the day; maybe this illustration reflects your agency – Do you compete for resources internally? Do you compete for customers internally? You betcha!!! Resource competition can occur between parks and recreation; it can occur between recreation and libraries; it can occur between parks and golf; and it can occur between facilities or parks. Enter in the chat box, a current internal competition you may have going on right now? This is reality and being aware of where these internal competition arise is important to the agency’s success. By resources I mean dollars, space, staff, etc. By customers, if someone signs up for a learn to swim class they may not return to the day camp program. What else do you compete for??? What are the manifestations of this…what kind of environment does this create? But what if…
- What if ALL the components focused on the same thing ? What would be the benefit(s) of this??? Would everyone be on the same page relative to what’s important? Would it improve staff morale? Staff productivity? Less arguing?
- We have enough external competitors – like the YMCA, the Boys and Girls Club, private after school, etc. That we don’t need internal competition. Share your ideas about the benefits you see about reducing competition. Knowing your agency’s why can be beneficial from a resource allocation, staff morale, staff training, and external communications.
- Simon Sinek started looking into why some companies were so successful. He found a commonality among them…EACH example he studied knew WHY they existed. I’m not talking mission statement – I’m talking the CORE reason why they exist. Adults are not much different than children…they ask WHY to get what??? Why do you ask WHY??? When we know WHY we get inspired …when we are inspired we are motivated to act in a positive manner; now our motivations may be very personal but a great leader inspires us to act, they give us a sense of belonging and purpose.
- Most of us have seen Maslow’s Hierarchy of Needs which seeks to explain human motivations. The theory says that we don’t reach the top “self actualization” until all our other needs are met.
- This diagram is similar but it is about relationships. It’s called the Oneill Pyramid. The top is “meaning.” It is meaning that we strive for…meaning motivates, inspires, and encourages us to be at our best. This diagram shows that meaning does not automatically occur; we have stages we move through to reach meaning. I walk up to the front desk at the community center and ask where is the dance class. You give me INFORMATION about the location. Over time I now have WISDOM about where to go for the class – I don’t stop and ask every time I come. I come every week and I build a relationship with people in the class or with the instructor and I develop MEANING about the class to my health, my life, my personal goals. You think of it as a dance class…maybe to me it as a safe haven (I live in an abusive household); I think of it as a social event (I live alone); or I think of it as therapy (I had knee replacement and this is helping with my recovery)…relationships start with a transaction but it can get deeper. This afternoon we are focused on finding your meaning or your WHY. When we have meaning we are INSPIRED to do our work. We are INSPIRED when we realize we are part of something BIGGER than ourselves.
- MLK inspired thousands before Twitter, FB, etc. Thousands came to hear him talk about a future they wanted…he inspired a movement – most notably his “I have a dream” speech made us believe we all had a role / responsibility to play in his dream. The Wright Brothers – did you know the same time the Wright Brothers were working on their flying machine another guy – Samuel Pierpoint Langley – was working on the same thing. The difference was Langley was a recognized inventor, he was well connected; his friends were Alexander Graham Bell, Andrew Carnegie, he was well funded ($50,000), he brought the best and brightest to work with him. Langley wanted to be FIRST; he wanted to be RICH and FAMOUS – that was his motivation. The Wright Brothers had no money, no connections, they funded their effort through their bicycle shop. They did however have a dream…and they inspired others to work towards the same dream – to FLY. It was NOT about THEM. They were trying to fly for the others. The Wright Brothers and their team were INSPIRED – it was NOT about fame and fortune. Each of these examples shows the power of knowing WHY…Leaders who know WHY they are doing what they are doing inspire others.
- Simon Sinek had a successful career in marketing – he was making money but he was not very happy. He wanted to find the joy in his work again. He wanted to feel passion in his work. So he started studying successful companies and he learned that successful companies knew WHY they were there – they knew HOW they were going to do the work and they knew WHAT they were going to do…
- Simon developed this process for us to approach our life, our career, our relationships. It has helped hundreds of companies, teams, and individuals find their true meaning. Remember, people don’t buy “what” you do – they buy “why” you do it. Simon calls his model the “golden circle” Simon says it starts in the middle of the circle and everything comes from that center – that WHY center… Here’s the key: the WHY does NOT change – the HOW and WHAT may change but NOT the WHY Great companies, great leaders, great organizations have synchronicity with their WHY, their HOW, and their WHAT. First…they start with their WHY.
- WHY: your purpose or belief – deep in your gut – why do you do what you do??? Or, in this context, why does your agency do what it does??? People who love going to work are more productive and creative. They go home happier – inspired employees go home happier too! They believe in their work. Think for a moment why you took your job in parks and recreation. Maybe it was for money but maybe you had 2 choices and you choose P&R. Why did you choose to go to work at your current agency?
- It’s a crowded world – there are lots of things grabbing our attention. You matter when you feel you are contributing to a higher purpose – here is an example: SW airlines was started in the 1970’s by Rollin King who wanted to bring the concept of Pacific Southwest Airline (remember those planes with the smiling face?) to TX. He wanted to start an airline to do short hops between Houston and San Antonio. He brought in his buddy Herb Kelleher to help. There were other airlines flying in Texas – Braniff, Texas International, Continental. SW was built to champion a cause – it was not built to compete with Braniff or Continental Airlines for the 15% of the public that was already flying. SW cared about the 85% of the public that was not flying – the common man. That was their “why.” Back then flying was for the wealthy and/or business travel. Rollin felt his competition was the bus and the car. He knew to get those 85% of people in the air it had to appeal to the “common man / woman.” Their guiding principles were built on their “why” – they started with their why in mind.
- This is an highly recognized logo. In 1976 2 Steves founded Apple. Wozniak saw the personal computer as a way for the little man to take on THE man (corporations)!!! Wozniak felt the PC would level the playing field. My mom worked for the US Army in the 1970’s; she was secretary to the IT head. The first computer I saw filled the room! The people wore coats, hats, gloves – it was freezing in there!!! Not many people in the 70’s could afford a computer the size of their house. In 6 years their sales were a billion dollars; they had 3000 employees. Apple Inspires Us…computers, phones, music…we don’t care… I ask you WHY does Apple inspire so many???? Apple knows their WHY…
- Powerful communications come from starting with your WHY and then moving to your how and then the what. Left hand message is focused on the traditional “what” and the “how”: we make great computers. Next is the “how” – beautifully designed, simple to use, user-friendly. No Why there at all.
- Apple ran this Think different campaign from 1997 to 2002. The one-minute commercial featured black-and-white footage of 17 iconic 20th century personalities. In order of appearance they were: Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John Lennon (with Yoko Ono), Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson (with Kermit the Frog), Frank Lloyd Wright and Pablo Picasso. Overlaid over the image of the iconic personalities was Richard Dreyfus’ voice reading “here’s to the crazy ones…” This is an excellent example of a company communicating their WHY without talking about their product, products. Focusing on their WHY is why Apple expanded their product line to include music players (remember the Walkman?), Ipads, ebooks, music, films. Apple is all about thinking differently – challenging the status quo.
- This is Simon’s WHY – it is his core purpose; his belief, the meaning to his life. If you notice it does state that he will give a TED talk, write a book, have a website, offer a WHY university…those are his WHAT’S (more on that later).
- People buy “why” you do what you do. So…if you don’t know “why” you do what you do; how will your customers know? .
- Please go to your handout – the Pre Webinar assignment sheet that has these questions on it. This is an incredibly important pre-work assignment when developing your personal WHY or your agency WHY. After you do this work, you will review what you have written down and you should look for themes when you felt your agency operated at its best. These are the themes you want to reflect upon as you write your why. These are the themes that get you excited, motivated, and feeling fulfilled by your work. Check the “failed” experiences against the “best performing ones.” Look for any similarities between the two. Keep this sheet! You will use this when you get together to begin the work on your agency’s WHY after this webinar.
- WHY: your purpose or belief – deep in your gut – why do you do what you do??? Or, in this context, why does your agency do what it does??? People who love going to work are more productive and creative. They go home happier – inspired employees go home happier too! They believe in their work. Think for a moment why you took your job in parks and recreation. Maybe it was for money but maybe you had 2 choices and you choose P&R. Why did you choose to go to work at your current agency?
- HOW: the values, guiding principles you will use to realize your why Hows are the processes and systems within the organization or your life that helps you realize your why. Going back to our SW Airline example: their WHY is to be a champion of the common man. Their HOWs / guiding principles reflect their WHY: Rollin knew the airline had to appeal to the common man. Flying with SW had to be cheap, easy, and fun.
- HOWS are your values & values are important – they are your standards of behavior; values are stated to show the importance, worth or usefulness. Who stops at WalMart??? From your experience there, what do you think that company values…cheap Who has bought something from Nordstroms? From your experience there, what do you think that company values…customer service. Our Values reflect our behavior – our values are expressed in HOW we do what we do Values should be written as verbs – if you value accountability (as an example, you can state it as “I do what I say I will do.” What values does your agency hold? What values guide its direction?
- The outside circle is our WHAT: This is the tangible proof of your why; the results you achieve – these are the products, services, etc. you offer (as a person or as a organization).
- Remember this list from earlier in the presentation… All of these are in essence “what’s” – the WHATS are the programs, facilities, parks, playgrounds, etc. that you create for your community. Typically this is where we spend so much of our time – planning and managing. But we need to do that managing and planning with a clear sense of our WHY and HOW.
- The Golden Circle WHY: your purpose or belief HOW: the values, guiding principles you will use to realize your why WHAT: the tangible proof of your why; the results you achieve
- These are SW flight attendants circa 1970. SW airline founder, Herb Kelleher, wanted to create an airline for the common man. At that time flying was expensive and only 15% of the public did it. He did not want to compete for those 15%, he wanted the people who were driving, riding a bus, and riding a train. So their WHY is about FLYING IS FOR THE COMMON MAN. So to entice the common man, he determined there were 3 HOWS: Cheap:SW was created as a low cost airline; WHAT: do not charge for baggage Easy:No seat assignment. Back then It was blasphemous to not have a seat assignment - we thought it was “weird” but in hindsight I know realize it meant no “first class” – all passengers are equal. Fun:Making flying fun meant their flight attendants dressed very casually – no suits, gloves, or hats. Their flight attendants were chosen for their friendly demeanor. Each of these “HOWS” And WHATS support their WHY: Flying is for the common man
- The first want ad is all about the “WHAT’s” It tells me WHAT I will do. No mention of WHY the organization even has programs for school age youth. This ad talks about skills. Let’s look at this one: This one start with the WHY – help youth grow and develop will make this a better town. Our WHY is clear: help youth expand their horizons and learn life skills.
- It can be hard to “get started” with writing a why so here are just a few examples to spur your creativity… A “formula” you can use to write a WHY is to start with the word “TO” blank, blank, blank, SO THAT….what you want to have happen.
- 5 minutes left Before you rush out and say: “let’s do this” = remember this diagram! Cross your arms the way you normally do it. Now uncross and cross them the opposite way. Feels uncomfortable right? You wanna go back to the “old” way! But what if you cross your arms the “wrong” way for a minute today, 2 minutes Friday, 3 minutes Saturday, etc. Fairly soon, to cross them the “old” way would THEN feel uncomfortable. Have discipline to live your WHY. Everyone must know your WHY - the more you share it the more believable it will be Be accountable about HOW you act – your values and guiding principles must support your WHY. Recognize TIME & EFFORT is needed to ensure EVERYTHING you SAY and DO reflects your Why. Your Why must GUIDE your decision-making in career advancement, relationships, interests, interactions, partners; training, planning, etc.
- We work long, fast, smart, whatever to get ahead, promoted, recognized, etc. I aspire to Steve’s advice: as a park & recreation professional be so good they (your co-workers, your boss, your customers, your family, your naysayers) can’t ignore you – start with why is a proven technique to increase your effectiveness. It has been my pleasure to share my passion for WHY with all of you.