Why puts a little mustard on it...
Good strategy is not guesswork. The answers are usually already in the room. They are just buried under noise, habits, half decisions, and the wrong questions.
Over the years I’ve learned something simple. The right questions, the ones that actually change the outcome, often start with “why.” That idea has become the backbone of how I work.
At a glance
At some point, your company has probably asked a version of the this question:
How do we get more customers?
“How” is useful. It’s a problem solver. It creates options and quick action. But it also has a blind spot. It can rush you straight into the solution you want to hear, before you understand what’s actually driving the situation.
Instead, your company should be asking the question underneath the question:
Why aren't we getting more customers?
“Why” hits different. It’s diagnostic. It gets underneath the ask and forces the truth to show up. Those answers can sting a little, but they give you something better than a list of tactics. They give you a real starting point.
See the shift
How leads to
Why leads to
Save the headache, just ask why
You won’t be throwing marketing dollars away based on a hunch or a theory or something you’ve picked up online. Rather, you’re exploring your strengths and weaknesses, how you’re presenting your brand and using your ad spend to target the right people.