How you do something represents who you are, what your organization's culture is and your priorities. So "how" matters. It's very important to us in the North Pole where we make lots of things out of wood that we get all the wood from sustainable forests. If the goal was just to produce as many wooden soldiers as we can, we would just take any old wood from anywhere ,even if it's deforesting the Amazon. This is not who we are, this is not how we are. So we choose paint for our toys that is healthy to paint. We make sure the elves are working in a healthy environment. How we do what we do is vitally important. The end result is crucial to success to being effectively solving our clients problems, to effectively ensure the children are having a joyful time, which is really really important for us. So "how" we do what we do is vital. The end does never justify the means. Because we have values, we have principles and you have the same thing, and your organization has the same thing. So "how" you do what you do is important. Often we get lost and what the customer needs or what the client needs or the job to be done. Never forget "how" matters, because "how" reflects, who you you are as an organization, who you are as people. Do the right thing. Do it as best as you can, in the right way. Do it with the right spirit. Do it in a way that represents how you want to be seen by others.