Start with WHY ...
Is the title of Simon Sinek's famous book and TED talk, https://simonsinek.com/product/start-with-why, describing the Golden Circle. I found a very good summary and some side references here, https://what-if-concepts.com/tag/simon-sinek/
McKinsey released an article around this topic back in April, Purpose: Shifting from why to how, https://www.mckinsey.com/business-functions/organization/our-insights/purpose-shifting-from-why-to-how
"Make the change easy, then make the easy change" -- Kent Beck, https://www.kentbeck.com/
P.S.: Want to improve my global membership/BLOG-reader map? See my 06-Sep-20 post how to participate in sharing your city and country. Thanks a lot in advance 😉.