Jason Jennings and Laurence
Haughton, the authors of
It's not the BIG and eats the
SMALL... it's the FAST that eats
the SLOW listed
following 8 Criteria for a
business cause that is big
enough for a crusade:
① Causes are never goals:
Goals
can be achieved,
and when it finally happens, the enthusiasm wanes.
② Causes come from the heart, not from the mind:
Causes appeal to the emotional man.
③ 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.
④ Causes are
inclusive: They speak to and include everyone in the organization.
⑤ Causes aren't just about money:
Money can make people work harder, but will not ignite them.
⑥ Causes have an Aha! effect: A crusade cannot be
built around a cause that requires lengthy explanation.
⑦ A big cause needn't be credible to outsiders: It
needs to be
believed by the people inside the organization and inspire them.
⑧ Causes are expressed in few words: Simple words go
straight to the heart.
