Eight Criteria for a Cause Big Enough for a Crusade

By: Jason Jennings and Laurence Haughton¹

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 cause needn't be credible to the outside world: It needs to be believed by the people inside the organization

8. Causes are expressed in few words: Simple words go straight to the heart.

①  The → Leaders/founder/→ CEO must live the cause

③  All key executives and → managers must be seen as living the cause

⑧  Eventually, the cause and crusade become the reason for existence.

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