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Unformatted text preview: Chapter 8 The Six Layers of Why is a mental exercise consultants use to deliver recommendations to a client, in the clients own language. The technique is simple. When you hit a roadblock ask, Why? When youve 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 havent left any ideas unturned. Heres an example. I was recently working on rebranding 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 downmarket. 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, Its always been that way, they admitted the decision was made by the founders son in the 1940s to bring...
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This note was uploaded on 01/13/2012 for the course 620 300 taught by Professor Gordon during the Fall '10 term at Rutgers.
- Fall '10