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The Ultimate Why

TM

Understand the most powerful motivational tool for human thriving. 

Watch this video to learn how our research builds culture on the one thing that motivates all people: the Ultimate Why.

The one thing we need above all else

The Ultimate Why is Loving Connection

When we peer deeply into the hearts of mankind we find that there is one thing that is the most fundamental need and motivation. ​Above all else, people long for what science calls attachment. We more typically call it loving connection. We call it the Ultimate Why because it is the "why" that is behind everything we do. Since we are by nature social beings, we fundamentally require attachment to others, our family, our social groups, our friends, and even broader society. When we have healthy connected relationships we thrive. When we orientate all of our life, work, and relationships toward this type of connection we see people and culture thrive. It brings about organizational cultural success because culture absolutely must be based on this fundamental principle that ultimately guides us all. 

TM

Without the 
Ultimate Why

Science shows when we as people don't have loving connection, our bodies go into distress and physically begin to shut down. It can lead to chronic disease, severe depression, and anxiety. Humans deprived of connection seek to self medicate the pain, leading to our current epidemic of opioid addictions. Generally speaking, when humans lack connections the body goes into lethargy reducing energy and output in all forms. 

In organizational culture, this results in disengagement, which literally lowers output by 20% or loss of one day a week. It also initiates general apathy toward life. 

Thriving with the Ultimate Why

So what happens when our culture begins to engage with the Ultimate Why of loving connection? We thrive right down to molecules in our bodies. Our bodies release energy.  We literally feel alive and energized. Our brain releases a whole host of feel-good chemicals.

Our brains release euphoric neuropeptides like endocannabinoids and endogenous opioids. We are flooded with oxytocin which promotes trust, cooperation, and peace. We receive a boost of serotonin which causes us to feel happy and also contented. It is an ultimate state of thriving signaled by our nervous system and brain that all is well. Love is present so all is safe and life is possible. This is why it is such a fundamental state for human thriving. 

TM

Sources of Research

Lasting Change Leading to Constant Improvement

The breadth of books, articles, lectures and research cannot be fully covered here. Here are some of the authors and scientists we have drawn from in our research for the
Ultimate Why: ​

  • Edward John Mostyn Bowlby, CBE, FRCP, FRCPsych

  • Allan N. Schore, PhD

  • Susan Johnson PhD

  • Barbara Fredrickson, PhD

  • Amy Edmondson, PhD

  • Adam Grant, PhD

  • Richard Lannon, MD

  • Edgar Schein, PhD

  • Kelli Harding, MD MPH

  • Gordon Neufeld, PhD

  • Paul J. Zak, PhD

  • Daniel Z. Lieberman, MD

  • Daniel J. Siegel, PhD

  • Robert H. Lustig MD

  • Matthew Lieberman, PhD

  • Steven Hayes, PhD

  • Viktor Frankl, PhD

We are constantly developing our own primary research. Our primary research has been around our question called the eternity question. It is one question that we have received nearly 95% affirmative responses to this one question. Watch the video to learn more about this question and how it shaped the Ultimate Why. 

Getting Started

Ultimate Why Culture System

1. Preliminary conversation about your needs.

2. Discussion and evaluation of your current situation

3. Customize your approach with our system

4. Implement culture training

Ultimate Why 

503 West Reed Street

Moberly, MO 65270

Call us at 573-240-0446 

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