What are the expected elements in our chosen space? The patterns that people recognize? The requirements that help them make sense of what we’re doing?
In ethical businesses, for example, these might include:
- Origin stories about personal transformation
- Clear statements about the mission and impact
- Evidence of walking our talk
- Transparency about practices and choices
- Community engagement and proof of purpose
Understanding these patterns is crucial, but maybe we shouldn’t just follow them blindly. Instead, we could identify which ones serve our purpose and which ones need challenging.
Sometimes working within established patterns might help people understand our purpose better, but sometimes breaking those patterns could be exactly what will help us create change.