To figure out why your work matters to your buyers, ask them this question:

“What would you miss if I stopped doing the work that I am doing?”

To figure out why your work matters to you, ask yourself this question:

“What would I miss if I stopped doing the work that I am doing?”

To figure out why your work matters to the collective, ask this question:

“What would we miss if we stopped doing the work that we’re doing?”

Same question, different characters in the narrative.

In most cases, it’s all about the company. If we want to stay inspired together by the same long-term purpose, the three personal pronouns matter.