How We Work
Aprycot’s leaders are able to inspire action instead of manipulating people to act. We start from the inside out, following the concept WHY-HOW-WHAT.
Every single company and organization on the planet knows WHAT they do. This is true no matter how big or small, no matter what industry. Everyone is easily able to describe the products or services a company sells or the job function they have within the system. WHATs are easy to identify.
Some companies and people know HOW they do WHAT they do. Whether you call them a "differentiating value proposition" or "unique selling proposition," HOWs are often given to explain how something is different or better. Not as obvious as WHATs, and many think these are the differentiating or motivating factors in a decision. It would be false to assume that's all that is required. There is one missing detail.
Very few people or companies can clearly articulate WHY they do WHAT they do. This isn't about making money – that's a result. WHY is all about your purpose, cause or belief. WHY does your company exist? WHY do you get out of bed in the morning? And WHY should anyone care?
When most organizations or people think, act or communicate they do so from the outside in, from WHAT to WHY. And for good reason – they go from the tangible to the intangible. We say WHAT we do, we sometimes say HOW we do it, but rarely say WHY we do WHAT we do. Aprycot inspires leaders, every single one of them, regardless of their size or industry, thinks, acts and communicates from the inside out. This is the methodology that with apply.