The single most strategic thing you can do is ask “Why?”.

In every circumstance, for every decision, ask “Why?”.

And when you have an answer to that question, take your answer and ask “Why?”.

Keep on asking why to every answer you get. Turn it into a habit. This will help make sure that what you’re doing is an intentional and meaningful decision.

This isn’t an exercise in skepticism. It’s an exercise in purpose.

This “keep asking why” technique is exactly the process we engage in with client work. Why does that message matter to your client? Why is that a good strategy? Why does this button go here? Why does this link say it that way? Why should we film at this angle? Why choose this music? Why do we think this certain thing is important?

Why do we do this?

Because we have to start with the assumption that know one cares. If that’s your starting point, you have to be intentional.

And earning the right to be heard (while having something meaningful to say) is the best marketing strategy we know.

What are you going to ask “Why?” about this week? I’d love to hear about it.


P.S. This is a corollary idea, but it’s still good advice from our friend Pat: “You can’t just want what you want. You have to want what your wants lead you to.”