Thinking\nabout the future is good. <\/p>\n\n\n\n
Planning\nand reflecting, setting goals and pondering about capabilities and strengths \u2013\nalso good. Playing to the deep trends of optimizing everyone\u2019s achievements and\ninspired by bestseller books, many are developing their \u201cWhy\u201d: the innermost\nmotivation and most powerful drivers to leave a mark in the world. <\/p>\n\n\n\n
In the\ncontext of business, any change or dynamic will also be driven by a \u201cWhy\u201d, a\ngoal substantiated by some form of business case driving financial benefits or\nother types of improvement. <\/p>\n\n\n\n
When businesspeople\nare interacting with clients to develop new joint opportunities, understanding\nthis particular type of \u201cWhy\u201d is sought for like the Holy Grail. It bears different\nlabels such as Burning Platform, Core Business Problem, etc. The understanding\nis preferably with rich and individually differentiated details, enabling\nsolution development and sales messaging to fit the requirement.<\/p>\n\n\n\n
No matter\nwhat type of product or service you are taking to market, there must be a\nproblem to solve or a need to fill. The Burning Platform is helping you\nidentify what that problem\/need is. And the logical thing seems to be to\napproach the client and ask: \u201cWhy are you XXX?\u201d replacing XXX with whatever corporate\nimprovement program you can think of (reduce cost, grow revenue, reduce risk,\netc).<\/p>\n\n\n\n
However, posing\nthis particular question: \u201cWhy<\/strong> are you \u2026..?\u201d is unlikely to give you a\nmeaningful answer (and it might even be considered rude) for a number of\nreasons:<\/p>\n\n\n\n What, then, should we ask to explore the client\u2019s thinking? Exactly that. <\/p>\n\n\n\n Ask \u201cWhat\u201d in stead of \u201cWhy\u201d and you\u2019ll see a different behavior and response quality. A \u201cWhat\u201d question (as in, eg: \u201cWhat\u2019s going on?\u201d. \u201cWhat\u2019s the outcome you want to see?\u201d, \u201cWhat is the type of business you are now pursuing?\u201d) will keep your client\u2019s mind open to discover new information, even if this new information is negative or even in conflict with existing beliefs. What-questions are generating high-value discovery and potential solutions from the conversation. <\/p>\n\n\n\n \u201cWhy\u201d\nquestions stir negative emotions, draw focus to our limitations and puts the\nspotlight on the past; \u201cWhat\u201d questions keep us curious, help us see potential\nand look to the future.<\/p>\n\n\n\n Exceptions\nexist, of course: in some situations, you need to know every painful detail of\nthe past (root cause analysis of operational failures, product launch failures\netc). But for a business conversation trying to open up new opportunities based\non insight into a Burning Platform, this is not what you need. <\/p>\n","protected":false},"excerpt":{"rendered":" Thinking about the future is good. Planning and reflecting, setting goals and pondering about capabilities and strengths \u2013 also good. Playing to the deep trends of optimizing everyone\u2019s achievements and inspired by bestseller books, many are developing their \u201cWhy\u201d: the innermost motivation and most powerful drivers to leave a mark in the world. In the … <\/p>\n
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