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About

WHY Is a Verb

How Well-Managed Teams Turn Purpose into Productivity

(Houndstooth/WhyFul Press, 2023)

Today’s managers face a paradox.

Looking to revive lagging productivity, companies have spent billions trying to persuade employees their work matters.

But how many have been convinced? Less than one in five.

The problem is not that purpose doesn’t work. Studies show it drives happiness and market performance.

It’s just easier said than done.

Written by a leading growth consultant and a former Walmart executive, WHY Is a Verb combines decades of hands-on management experience with cutting-edge research to cut through the mess.

Purpose emerges less as a mystical calling than a dynamic feeling of impact that changes with our situation.

As a natural need that inspires us to take on specific, adaptable roles in groups, it has driven humanity’s success—but been blunted by modern work's increasingly specialized nature.

The solution? Managers must focus less on celebrating corporate citizenship than crafting personal feedback loops. And employees, approach their careers as a never-ending journey of discovery.

To seek purpose in a life-defining sentence is to ask for a life sentence.

We are non-linear creatures.

And WHY... is a verb.

About the Authors

STEPHEN BUTLER is a management consultant at Framework, a growth consultancy.

KARISSA PRICE is Head of Marketing, Immunology,  at Novartis, and a former marketing executive at Walmart.

Since beginning their careers at The Boston Consulting Group—after earning social science PhDs at Cambridge and Harvard respectively—they have acquired over five decades’ experience creating sustainable value as executives, entrepreneurs and advisors to consumer and B2B companies.