ABSTRACT
The navel-gazing focuses on the corporate purpose, “the why,” can end up blinding one to what truly matters: what one can help people become. When an organisation begins to focus on a societal purpose bigger than itself like making transportation electric, rather than people-transforming, such as a conscious traveller, it loses sight of people and the foothold that ultimately drives the business forward. The tool "Arrow" focuses one's efforts on the transformation (WHO) – and on the outcome (WHEN). Discovery’s mission was focused on incentivising its customers to be healthier, so the company’s ingenuity, capabilities, products and services go into realising what one knows from research is a top priority for people: to become healthier. The WHO relates to one's role as an individual at any given moment, how one sees himself and how one wants to be seen by others. The Arrow is focused on creating transformative leadership helping people achieve their goals, whatever they might be.
