42: What you can learn from the world’s most famous wrong answer
Forty-two.
That’s the answer to the Ultimate Question of Life, the Universe, and Everything in Douglas Adams’ The Hitchhiker's Guide to the Galaxy. This answer is calculated by a supercomputer, known as Deep Thought, over 7.5 million years.
The problem is that no one knows the original question.
The answer is right, it probably makes sense on some level, yet it fails to connect because nothing is anchoring it.
Many brands and organisations find themselves in a similar position. They have an incredible solution or offer, but there is nothing grounding it in the original question: the why.
Much like a supercomputer glumly announcing “forty-two”, many organisations focus their communication on what they do and how they deliver it.
Whether it’s a product that has been painstakingly refined but struggles to scale, or a purpose-led initiative years into delivery with brilliant case studies yet challenges attracting funders, the issue is the same.
In each case, the focus often stays on execution rather than purpose.
While these details matter, they can leave an organisation in a reputationally and commercially vulnerable position. Competitors can make the same claims about features, innovations, and outputs - and they often do. When everyone is saying something similar, clarity and conviction in your ‘why’ become your greatest differentiators.
The key to standing out is defining what the question is. Consistently revisiting the why - and having a clear, memorable, and persuasive reason behind your work - helps to cut through the noise and build emotional connection. It is not the “forty-two” that audiences connect to, but the reasons you care, and in turn, why they should care and care now.
Your ‘why’ also serves as a north star. It ensures that every part of an organisation - from leadership and teams to partners and advocates - is moving in the same direction. When ambition, messaging, and behaviour align, messages start to land, spread, and stick.
Narrative clarity is the foundation of trust, growth, and impact.
At POLELE, we work with leaders, businesses, and organisations to develop compelling narratives that bring coherence and credibility to their communication. This includes:
Narrative development
Narrative clarity workshops
Messaging architecture
Thought leadership
If you’re coming up “forty-two”, technically right but emotionally flat, we can help you rediscover your why. Get in touch to learn more about our Narrative Development services.
