Root Cause Decision-Making

While I was trying to understand why some marketing worked and some didn’t, I had tripped over something vastly more profound. I discovered why people do what they do. It was then that I realized what was the real cause of my stress. The problem wasn’t that I didn’t know what to do or how to do it, the problem was I had forgotten WHY. I had gone th

Ask why you’re doing it. Every time you get to another, deeper reason, ask why again. Keep asking why until you hit a belief or value.

While we’re busy with the tactical stuff, we often skip the important first step—of reflecting deeply about the reason our idea or project needs to exist and the change we’re trying to create. This first step is harder than it seems, because asking these deeper questions makes us feel vulnerable to failure. We’d rather press on unenlightened, doing