Eight Criteria for a
Cause Big Enough for a Crusade
Jason Jennings and
Causes are never
Goals can be achieved, and when it finally happens, the enthusiasm
Causes come from
the heart, not from the mind: Causes appeal to the
Causes are big,
bold, and aspirational: If you want to move organization
from 'what is' towards 'what you want', the cause should be able to
attract the kind of great talents who want to move fast
They speak to and include everyone in the organization
just about money:
Money can make people work harder, but will not ignite them
Causes have an
A crusade cannot be built around a cause that requires lengthy
A cause needn't
be credible to the outside world: It needs to be believed
by the people inside the organization
expressed in few words:
Simple words go straight to the heart.
the Real Reason Your Business Exists
Cause is that which gives rise to an action, a
motive, a principle, a belief and purpose. A cause is the real reason your
business exists, it answers the question "Why we are really doing this?". "A
cause provides a feeling of belonging, a sense of purpose and loyalty, peer
pressure to perform, and a catalyst for
Examples of Winning Causes
"To build a place to make people
Ten3 Business e-Coach:
"To create an environment
"To develop an enjoyable entrepreneurial environment inspiring
creative exchanges, and fun-driven competition and helping creative
achievers grow and shine."...
"To be the most ethical and useful financial services company in the
"To build a global medium as central to people's lives as the
telephone or television, only more useful."
"To democratize communications and change the world."
"To create a world of Telepizza citizens."
"To build stores where the common person could buy the same stuff as
"To free the skies." Despite its ever-increasing size, Southwest
Airlines has managed to maintain a strong, purposeful, and
inspiring culture in which
every employee is still on a crusade to free the skies. No employee
shows up for work just to "do a job." The Southwest Airlines
is so strong that every employee is a crusader of freedom.3
Turning a Cause into a Crusade: 8 Steps
The leader/founder/CEO must live the cause...
Without strategic motivation, without the
organization's enthusiastic involvement
and participation of
inspired employees, it
is impossible to implement any
10 Commandments of Innovation
Inspire your team.
strategic intent and launch a