Challenging Our Beliefs

Have you ever found yourself fixing the same problem repeatedly, only for it to resurface later? Maybe you're working hard on solutions, but the results only last a while. If this sounds familiar, you might be tackling the wrong part of the problem. What if you could fix the issues you see and solve the root cause for good? The answer lies in how we think—specifically, whether we're using Single Loop or Double Loop Thinking.

The Power of Double Loop Thinking

Most businesses operate in what we call Single Loop Thinking. When things go wrong, the focus is on fixing the immediate issue. A customer is unhappy with a product? You offer a refund. Sales are down? You boost your marketing efforts. This kind of problem-solving works, but only up to a point. The same problems tend to crop up again because the underlying cause isn’t addressed.

Double Loop Thinking takes things a step further. It’s all about challenging the assumptions that created the problem in the first place. Instead of asking how we can fix this problem, the question becomes, why did it occur, and how can we change our approach so it doesn’t happen again? This shift in thinking can transform how businesses operate and lead to more sustainable success.

How Airbnb Redefined the Rules

Take Airbnb as an example. Back in 2008, founders Brian Chesky, Joe Gebbia, and Nathan Blecharczyk saw that travellers were often stuck between two options: hotels, which were often expensive and impersonal, or staying with friends and family, which wasn’t always practical. Most in the travel industry assumed these were the only viable choices.

Instead of trying to compete with hotels (a classic Single Loop solution), Airbnb’s founders questioned the entire business model. They asked Why people couldn’t rent their homes or spare rooms. This created a new model that empowered regular people to become hosts and gave travellers access to affordable, unique accommodations worldwide. Airbnb didn’t just solve a problem—they changed the game entirely.

This is Double Loop thinking in action. The company didn’t just try to fit into an existing model. Instead, it challenged the assumptions about how travel and hospitality should work.

How Mental Models Shape Our Decisions

Our assumptions—or mental models—about how the world works shape every decision we make. Often, we aren’t even aware of them, but they can dictate how we respond to challenges and opportunities. Double Loop Thinking invites us to step back and question these mental models. Doing so opens ourselves to innovative solutions we might never have considered.

For instance, if your business faces declining sales, instead of pouring more money into marketing (a Single Loop fix), you might ask, "Is our product truly meeting the needs of our target market?" Or, has the market itself shifted, and are we adapting quickly enough?

When we question our assumptions, we can uncover new strategies, spark creativity, and drive transformation. It's not just about doing things better—it's about doing things differently.

What Assumptions Are Holding Your Business Back?

Think about your own business for a moment. What challenges do you face repeatedly? Are there underlying assumptions you’ve never questioned? Could a shift in thinking unlock entirely new growth opportunities?

Adopting a Double Loop approach could be the key to addressing the symptoms and root causes of your business's issues. Whether it's rethinking customer service, product design, or even how you lead your team, double-loop thinking encourages deeper reflection, adaptability, and, ultimately, better outcomes.

If you’re ready to start solving the correct problems and thinking more significantly about your business, now is the time to act.

What assumptions can you start questioning today?

Have a brilliant week!

Dave Rogers – The Business Explorer

For 30 years, I've been using my curiosity to help leaders and businesses make impactful decisions, enabling their businesses to innovate, thrive, and positively contribute to their communities.

Are you looking for a speaker who thinks a little differently? Let’s talk.

Contact me at [email protected] to find out more.