Case Study:

The Where and The Why helps teams define why they exist, what they stand for, where they want to go and how they plan to get there. The process helped Phronis articulate their identity as a company, define their Purpose, and establish a clear plan for tackling waste in infrastructure – in all its forms.

Defining The Where and The Why for Phronis

Phronis defined their Purpose as “Inspired delivery of world-changing infrastructure” through The Where and The Why. This Purpose statement reflects their commitment to making a positive impact through their infrastructure projects by fundamentally changing how infrastructure is delivered. By aligning their work with this meaningful Purpose, Phronis has been able to attract and engage forward-thinking clients, partner organizations, and staff.

Impact on Customer Relationships

“Our clients and our team are excited to be involved with us, as we deliver on our Purpose of World Changing Infrastructure,” says Phronis Director, Joanne Nugent. “Our story and offering has been described as ‘refreshing’, which is the experience we set out to create for infrastructure delivery when we started the business in 2012.”

Clear Moonshot and Vision Drives Strategy

The process resulted in the formulation of a 5-year Moonshot aspiration for Phronis: “To drive a half-life of waste in infrastructure to a year.” This environmentally-focused goal has proven transformative, not only in its direct sustainability impact but also in revealing powerful additional benefits across the organization.

“Our environmental Moonshot opened our eyes to opportunities for eliminating waste in all its forms,” explains Shaun Nugent, Director of Phronis. “While driving out environmental waste, we discovered we could simultaneously eliminate wasted money, human effort, and most critically, time. By reducing all forms of waste, we can deliver more infrastructure with the same capacity, financial resources and time. This comprehensive impact is what truly makes it world-changing.”

The defined Purpose and Moonshot serve as guiding principles for strategic choices and resource allocation. “There is now more clarity and structure to make informed decisions that align with our long-term Vision,” says Joanne. “What began as an environmental initiative has evolved into a powerful framework for delivering infrastructure more efficiently and effectively across all dimensions.”

Distinct and Meaningful Company Values

The company Values defined through The Where and The Why provide a shared set of principles and beliefs that guide decision-making and team behavior. “Our Values create a truly unique form of competitive advantage — something that can’t be replicated,” says Shaun. “They are what sets Phronis apart from others”:

• Think Differently
• Deliver Powerfully
• Play as a Team

Cultural Engagement

The impact on culture has been transformative. Phronis’ Purpose has fostered a sense of shared passion and understanding among team members. “Our Purpose has also supported our recruitment and retention strategies, growing the team by 20% over 12-months,” says Joanne. “The team is supportive of extra effort because they understand our Why – they see how eliminating waste in all its forms can transform infrastructure delivery.”

This commitment to comprehensive waste reduction is reflected in tangible ways. “We walk the talk,” explains Shaun. “From purchasing a company Tesla for the entire team to use, to implementing sophisticated waste reduction strategies across our infrastructure projects – every decision reinforces our commitment to our Purpose and Values.”