Decisions by Design | Edition 06

The Because Manifesto: A Bridge to Intention and Action 

Language is one of the most powerful tools we have in shaping how we define our choices and inform the people they affect. 

Among all the words in the English language, one of the most grounding is a simple one: because.

Think about it.

Every decision you make, every choice you communicate, becomes exponentially more powerful when you give it a because.

Why "Because” Matters.

Research in behavioral science has shown that people are far more likely to understand, support, and align with a decision when they hear the word because.

It instantly provides context, purpose, and connection.

• "I chose this path because it honors my values."
• "I said no to this opportunity because I am protecting my energy for the work that matters most."
• "We are shifting our strategy because the landscape has changed, and so have the needs of those we serve."
• "I need you to provide this data because I am trying to make a decision on where to allocate resources by the end of the week." 

Without the because, decisions can feel abrupt, arbitrary, or disconnected. With it, they become coherent, intentional, and relational.

The Bridge to Intention. 

At The Beacon Collective, we use thresholds as an anchor for transformation. They mark the moment between “what was” and “what will be.” Thresholds gain their real weight only when they are tied to an intention.

This is often where clients get stuck. They can see the change they want, but naming why it matters - what they intend to happen within and around them as a result - requires deeper exploration and clarity.

This is why we invented The Because Manifesto, a tool designed to delve deeper into your hidden motivations. 

The Bridge to Action.

Awareness without action rarely transforms. The word because is not just a concept. It’s a tool. A bridge you can walk across every day to connect your decisions to intention, and your intention to the people around you.

Here is a challenge: for one week, consciously use the word because in your communications.

• When you make a request of your team, add a because.
• When you prioritize one project over another, add a because.
• When you share a decision, add a because. 

Notice what happens. Do people respond with more trust? Do you feel more grounded in your choices? Do your communications feel clearer, less transactional, more relational?

It’s a simple shift, but one that can transform the way you lead. Because every leader can make decisions.

The rare ones explain them.

What decision in your life or work right now is asking for a because?

Until Next Time,  

With Clarity and Care, 

Courtney