(source: Kristen Hansen, 2022)

Explaining 'why' is important in every change process.

The 'how' and 'what' involves the rational parts the brain, the prefrontal cortex, and it is not a great motivator. The 'why', however, is about emotions and thus motivation. The 'why' activates the brain's 'limbic system' which deploys emotions.

Five levels of 'why'

i) the why of survival (the need to minimise threats and maximise rewards)

ii) the why of the individual (WIIFM - 'what is in it for me?')

iii) the why of the organisation (why are we doing this?, ie benefit to  different stakeholders like customers, staff, shareholders, etc)

iv) our why (why you do things like you do, ie to satisfy your own limbic system, eg micromanager who wants to check the details, etc)

v) the why of the task (sometimes change can be massive or very small; need to explain the why of particular tasks, etc)

Need to demonstrate the links between the 5 levels for both organisation and individual.

All 5 levels impact on the limbic.
(for more details, see elsewhere in the Knowledge Base)