Fill-in the WWW template to indicate WHAT your organization provides to WHO and WHY customers buy it. Collect filled-in templates from team members.
Compare and consolidate input to arrive at a WWW everyone believes in and supports. Continue to expand the stakeholder group to capture new thinking and communicate broadly the result.
Watch this 2:56′ video introduction to the WWW:
Repeat and iterate with stakeholders (board members, investors, next level managers, employees, customers, partners, etc.) until the consolidated WWW has stabilized. Run with it as the backbone of communications until it needs to change as the organization evolves.
Far more important than getting the WWW right is getting it the same across all leaders. Once leaders agree on the same WWW they can work to improve and optimize it over time as described in the clip below.