The Where and The Why

A proven approach to help teams define their destination and discover their driving Purpose, developed through work with hundreds of successful organizations.
The Where and The Why Shows You How To:
🌕 Define Your Moonshot: The Where
Your exciting destination that will unite and inspire your entire team. Using the S.T.A.R.S. framework, you'll craft a Moonshot that's Stretching, Tangible, Aspirational, Relevant, and Singular. You'll also discover eight distinct Moonshot types to find the perfect fit for your organization.
🔥 Define Your Purpose: The Why
Your authentic Purpose is the rocket fuel that powers the journey. With the E.T.H.O.S. framework, you'll create a Purpose that's Eternal, True, Heartfelt, creates Oneness, and Simple. Explore six different Purpose types to find the one that resonates most deeply with your team.
🚀 Make a Plan: The How
Build your rocket and chart your course to success. Transform your Moonshot and Purpose into practical, actionable steps that will propel your team towards your goal.
Launch Your Journey with These Powerful Tools 🛠️
Get instant access to field-tested templates that have helped hundreds of teams achieve extraordinary results:
• The Where and The Why Poster Template - Keep your Moonshot and Purpose visible
• Strategic Plan on a Page Template - Capture your entire strategy in one clear view
• Implementation Plan Template - Turn vision into practical action steps
• Crew Planning Pad - Prepare your team for meaningful contribution
Why This Book Works When Other Strategic Plans Fail:
✅ It's Simple - Strategic plans don't fail because teams don't care; they fail because they're too complex to remember and too disconnected from daily work.
✅ It's Collaborative - when team members contribute to developing initiatives, they are 3.4 times more likely to succeed.
✅ It's Proven - Teams report an average 17% increase in revenue and 35% improvement in culture within just 8 months.
✅ It's Fun - No boring strategic planning sessions! This approach makes the process engaging and energizing for your team.
✅ It's Practical - Every concept comes with clear activities, examples, and templates you can implement immediately.
Your Launchpad to Success: What Makes This Book Different
The Where and The Why is a practical guide based on experience with hundreds of successful organizations. It offers a deceptively simple but powerful approach to unite and inspire teams to achieve extraordinary results.
This isn't just another business book – it's a practical manual for making teams happy and successful by giving them something powerful to believe in and work toward together.
Through real examples and practical exercises, you'll learn how to:
• Define an ambitious Moonshot that challenges and unites your team
• Discover your authentic Purpose that energizes daily work
• Transform vision into practical, achievable stepping stones
• Build unstoppable momentum toward your Moonshot goal
Perfect For:
• Leaders wanting to create clarity and alignment across their organization
• Founders seeking to reignite passion and direction in their teams
• Consultants and coaches looking for a structured workshop format
• HR and L&D professionals focused on engagement and culture
• Non-profits and mission-led organizations seeking clarity and impact
🚀 Ready to craft your Moonshot and Purpose?