The Six Layers of Why

The Six Layers of Why - Chapter 8 The Six Layers of Why is...

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Chapter 8 The “Six Layers of Why” is a mental exercise consultants use to deliver recommendations to a client, in the client’s own language. The technique is simple. When you hit a roadblock ask, “Why?” When you’ve gotten the answer, ask the same question again. Repeat four more times. Although asking the same question over and over may initially seem irritating or childish, it can often lead to unexpected answers or insights. Exploring the “Six Layers of Why” ensures you haven’t left any ideas unturned. Here’s an example. I was recently working on re–branding a client to attract a more upscale clientele. As I began researching their brand language, I discovered a product description that could only be described as down–market. My first instinct was just to say, “Change it.” Yet by tabling this impulse and asking, “Why?” we started digging into the issue. Asking, “Why?” five further times was edifying. After their initial reaction,
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