For anybody familiar with the Toyota Manufacturing System, Lean Manufacturing, or Kaizen Events, the “5 Whys” should be a pretty familiar tool. It is used as a diagnostic for digging deep into what might be the root cause of a particular problem. The rationale behind this is that the more you dig the greater the understanding and therefore the more likely a successful outcome.
Simon Sinek in his Ted Talk in 2010 challenged people that when positioning your product or service don’t lead with what you do but rather WHY you do it. So let’s extend this even further and challenge us as to another variation of the 5 Whys as it might pertain to a business. The following are the five critical “why” related questions, the answer to which should help uncover your true business proposition.
1. Why do you do it?
People are drawn to what the Leader’s underlying motive is and whether there is absolute belief in what you offer. According to Sinek this is at the core.
2. Why should I choose you?
Customers buy on emotion and justify based on fact. So as much as we espouse the features and benefits of what you sell, what is the true emotional carrot that influences customers to buy from you? Read more