Why, oh why, oh what?

Always struck by how much people talk about what they do at work, not why they do it. Job descriptions typically reinforce this.

Does it matter? I think so. It encourages an internal focus, because the why usually relates to customers and clients. It de-emphasises purpose - leaving work often feeling lacking in purpose. It leads to the wrong discussions about how to make the job better, more efficient, etc.

Here's a business, spotted in Oxford, that gets it right. Wouldn't be as compelling if the van said "I check fire extinguishers", now would it? Wouldn't do much for the driver's sense of job-value either, I expect.

I help technology businesses, investors, and policy makers do the right next thing, and do the next thing right. What do you do at work?