The 8 Crafts

When Poetry Takes Flight

How David Whyte reframed engineering culture through verse

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Inspiration Stories

Image by Studio Superaarde with Midjourney

A poet among engineers

In 1994 at their headquarters in Seattle, all of Boeing’s engineers, designers, and executives were laser-focused on the Boeing 777, the first jetliner to be designed entirely on computers. The technical teams were aligned on specs and aerodynamics, but morale wavered under the pressure. Thousands of people worked on the project, but the grand narrative felt distant, disconnected from the human hands shaping metal and circuits.

Boeing recognized that they needed to reframe their collective effort as something greater than engineering. To do so, they approached an unlikely candidate: David Whyte. A poet with a background in marine biology, Whyte was about as far as one could get from an engineer. But this was exactly what they needed: someone with an outside perspective to help Boeing employees see beyond the blueprints and recognize the deeply human endeavour they were undertaking.

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Seeing beyond the jargon

Whyte’s approach was unconventional. He didn’t analyze technical reports or optimize workflows. Instead, he observed. He walked the factory floors, listened to conversations, and immersed himself in the world of the engineers. He saw the tension between the visible and the invisible—the tangible steel and the unseen trust required to make a plane fly.

To inspire the 10,000 people who would design, build, and launch the 777, Whyte didn’t rely on technical language. Instead, he wrote a poem that would unlock the hidden beliefs and aspirations within the team. That poem was “Working Together,” a story that reframed the act of engineering into something greater:

We shape our self
to fit this world

and by the world
are shaped again.

The visible
and the invisible

working together
in common cause,

to produce
the miraculous.

I am thinking of the way
the intangible air

passed at speed
round a shaped wing

easily
holds our weight.

So may we, in this life
trust

to those elements
we have yet to see

or imagine,
and look for the true

shape of our own self,
by forming it well

to the great
intangibles about us.

— Published in The House of Belonging (1996)

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Artistry in leadership

Whyte didn’t just describe what Boeing was building—he redefined how they saw themselves and their work. By tapping into the mystery of flight and the elegance of collaboration, he reminded them that their work was more than the sum of its parts. This poetic reframe gave Boeing a language to articulate their ambitions in a way that felt universal and timeless, while still deeply relevant to their mission.

When Boeing unveiled “Working Together,” it spread through teams, appearing in speeches, on office walls, and in conversations among employees. It became part of Boeing’s culture, a reminder that even in the most technical environments, imagination and artistry mattered.

Crafting language that lasts – key leadership lessons

Today, “Working Together” remains a touchstone not just for Boeing but for any leader or brand seeking to connect with people on a profound level. Whyte’s poem reminds us that even in industries defined by precision, creativity and imagination are what truly lift us off the ground.

Whyte’s collaboration with Boeing shows us what happens when the Artist craft is applied to even the most technical of industries:

Challenge the familiar: Reject corporate jargon in favor of language that resonates more widely.
Surface the invisible: Go beyond describing what you do—explore why it matters.
Reframe the story: Inspire action by revealing the deeper truth within the work.

If we, too, want to inspire our teams, our partners, or our audiences, we must embrace the Artist craft. Reframe the challenge. Seek new perspectives. And, above all, find the words that elevate our work to art.

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Artist