Imagine asking every one of your staff members: "Tell me about the time you felt most connected to the mission of our organization." Ask your program officers, your CFO, your facilities staff. Imagine the range of responses. Imagine the passion you will unleash, and the information you will glean.
Most of the stories you hear in response to that question will not be "diamonds," perfectly encapsulating the mission and brand of your organization. The stories and anecdotes you hear will be more like pebbles and sea glass -- small, colorful glimpses into the meaning of your organization and its work in the daily lives of the people it affects. They will teach you much about the depth and breadth of your organization's impact.