Why the Why?

What?

How?

All of these 1 word questions may seem equal in importance because of the way we have got used to thinking about them.

However I realised when I eventually got around to making some money in my businesses that the reason we were making it, was because we were giving a lot more time and space to the Why.

Yes, the Why.

Why, you may ask?

All humans by nature will talk about the What, then the How, then the Why in that order. 99% of products sold to us on a daily basis are sold to us in that order too. We are told What they are, What they can do for us, and then sometimes How they are better or How they are good for us (the unique proposition or USP), but rarely are we told Why they exist and Why they matter.

If you reverse that order, the results will increase exponentially. And it costs you nothing!

By starting with the What, we were talking to the part of the brain called the neocortex. This is where all the rational and analytical stuff goes on, where we can take in vast amounts of information. However, this is not the part that has the feelings or controls the decision making.

You have to go deeper for that.

By reversing the order and starting with the Why, we started to link on with what people feel themselves is important to them. These emotions that are triggered by the Why  come from the central 2 parts of the brain which govern the feelings and the decision making, the limbic area.  People could then rationalise what we were saying by using the How and the What afterwards.

A simple, but life changing, concept like this is proof that power is knowledge. Now you know this, you can use it.

One of the way’s we use the Why at Actionpoint is with our Insight Program. It finds people’s pain points with their packaging & processes, and what they would know deep down they would like to improve, long before they ever find out what we can do to help them.

Be free to get in contact on 07848 452615.