When was the last time you felt truly connected to your organization’s mission, so connected that it wasn’t just words on a website, but something you lived and breathed every day? For many of us, even leaders deeply invested in our companies, the question of why we do what we do can feel elusive, complicated, or even forgotten.
I recently had the pleasure of sitting down with Marissa Heckman, the VP of Learning & Development at Power Digital Marketing, to explore the fascinating and transformative journey she led called Project Why. Marissa’s insights offered a fresh perspective on what it takes to craft an authentic mission statement, and more importantly, how to integrate it into the very DNA of your organization.
Meet Marissa Heckman
First, let me introduce you to Marissa. Her career journey is inspiring and multifaceted. She started at Power Digital as an intern, experiencing firsthand the powerful impact of positive leadership and a strong organizational culture. Over the years, Marissa has grown within the company, spearheading major initiatives like onboarding over 600 employees, integrating acquired companies, and launching comprehensive learning and development programs.
Marissa also brings a background in positive psychology coaching, something close to my own heart. Her holistic approach prioritizes both professional growth and personal fulfillment. It’s this unique lens that allowed her to approach Project Why with such clarity and intentionality.
The Spark Behind Project Why
The origins of Project Why began with a crucial question: “Why do people stay at Power Digital?” It’s a deceptively simple question, but as Marissa shared, it unlocked a profound exploration of what truly drives their team beyond salaries or job descriptions.
Power Digital had grown rapidly—from a modest team of 40 to over 800—and they wanted to preserve and strengthen their culture through a clearly defined purpose. As Marissa explained, “We weren’t interested in another superficial mission statement. We wanted something that felt true, powerful, and actionable.”
The result? A carefully crafted statement:
“To power the relentless pursuit of growth and redefine what’s possible through a team of growth-obsessed experts who demand results and innovation, driven by autonomy, integrity, and grit.”
But it wasn’t just the powerful words themselves that made this statement impactful—it was the intentional process Marissa used to create it.
Crafting the Why Statement
Project Why wasn’t a top-down effort; it was deeply collaborative and inclusive. Marissa gathered diverse voices from across departments, tenures, and roles to ensure every perspective was considered. The process involved multiple focus groups, extensive dialogue, reflection, and thoughtful revisions to ensure their final statement resonated on a personal level with team members.
According to Marissa, “We took the time to understand what truly matters to our people—what motivates them, what inspires them, and what keeps them coming back day after day.”
Through careful listening, the themes of growth, innovation, and a relentless pursuit of possibility emerged clearly, becoming the foundation of their mission.
More Than Words: Living the Why
Creating the statement was just the beginning. Marissa emphasized that the real work began in integrating this new purpose into the fabric of Power Digital’s daily life. It wasn’t enough to hang it on the wall or put it in an employee handbook; it had to be embedded into their culture, their recruitment process, their training programs, and their leadership philosophies.
As a result, Marissa and her team implemented key actions to live their purpose authentically:
- Integration into Onboarding: New hires experience Project Why immediately, ensuring alignment from day one.
- Performance and Feedback Alignment: Reviews and feedback processes emphasize values embedded within the statement.
- Recognition Programs: Employees are celebrated for demonstrating autonomy, integrity, and grit, reinforcing the behaviors that align with their purpose.
This authentic integration has not only enhanced employee engagement, it’s also had a tangible impact on client relationships, as clients resonate with their clear and consistent mission.
Actionable Steps for Your Organization
Inspired by my conversation with Marissa, here are key actionable steps that any leader can take to discover and integrate their organization’s deeper “why”:
1. Start with Inclusive Conversations
Gather perspectives from across your organization. Marissa emphasized that diverse input was critical to crafting an authentic and resonant statement.
- Action Tip: Organize focus groups or informal discussions with employees at different levels to uncover themes that truly matter.
2. Define Clear, Authentic Language
Avoid jargon or overly corporate language. Marissa mentioned carefully choosing powerful, specific words such as “relentless,” “growth-obsessed,” and “grit,” which deeply resonated with their teams.
- Action Tip: Test your language with multiple audiences internally—ensure it genuinely captures the spirit of your team.
3. Integrate Your Why into All Processes
Purpose should influence everything—from hiring and onboarding to performance reviews and internal communications. It can’t be separate from your everyday operations.
- Action Tip: Identify at least three critical internal processes (such as onboarding, promotions, and reviews) and explicitly tie them back to your purpose statement.
4. Recognize and Reward Purpose-Driven Behavior
Create regular opportunities to celebrate employees who live the values articulated in your why statement. Marissa highlighted the importance of recognition as a tool for reinforcing desired behaviors.
- Action Tip: Implement monthly or quarterly awards specifically aligned with your values.
5. Revisit and Revise Regularly
Marissa was clear that a “why” statement is a living document. Organizations evolve, and so should your purpose.
- Action Tip: Schedule an annual or semi-annual review of your purpose statement to ensure it remains relevant and resonates with your team.
How Your Organization Can Thrive, Too
My conversation with Marissa underscored something I deeply believe: that organizations thrive when they authentically connect with their deeper purpose. Project Why wasn’t merely an exercise in creating a catchy slogan; it was a transformative journey to uncover, articulate, and live what Power Digital truly stands for.
As leaders, our most important responsibility is cultivating environments where people can find meaning and fulfillment in their work. By embracing the intentionality and authenticity that Marissa modeled, we can redefine not only our purpose but also the very possibility of what work can become.
I invite you to reflect on your organization’s deeper why and consider what’s possible when you bring it to life. Because, as Marissa beautifully shared, “It’s never too late to create your deeper why.”
About Marissa Heckman:
Marissa Heckman is VP of Learning & Development at Power Digital Marketing, where she spearheads onboarding, manager development, and cultural initiatives. With a passion for positive psychology and personal growth, Marissa has been instrumental in shaping Power Digital’s vibrant and purpose-driven organizational culture.
