Last updated on January 20, 2023
As a paid consultant, it’s my job to ask, “Why?” You may not realize it, but questioning skills are at the heart of what every client pays an outsider for.
“We need an app,” you say.
Why?
If you can’t articulate why, there’s a very good chance that we shouldn’t be doing it. What is the business objective? What is the customer need? Is there a reason for this format over that one? Is there a reason for this content over that?
Why?
Who are you speaking to? How do those users gather information? What is the information that they’re looking for?
Why?
The sad truth is that most clients can’t answer this simple question. And while I can easily take their money and deliver precisely what it is that they ask for — an app, a sales sheet, a case study, a slide deck — in half the cases, it isn’t actually what they need. And there’s only one question that will make that clear.
Why?
This one word is the foundation for all research. It tells me everything I need to know about the client, the project, and the internal politics at the company.
Why?
Let’s ask the right questions and help your organization figure out why.
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