{"id":4659,"date":"2021-07-29T10:00:43","date_gmt":"2021-07-29T17:00:43","guid":{"rendered":"https:\/\/berkonomics.com\/?p=4659"},"modified":"2021-07-16T14:20:07","modified_gmt":"2021-07-16T21:20:07","slug":"are-the-five-whys-in-your-arsenal","status":"publish","type":"post","link":"https:\/\/berkonomics.com\/?p=4659","title":{"rendered":"Are the \u201cFIVE WHY\u2019S\u201d in your arsenal?"},"content":{"rendered":"

This is a trick headline.\u00a0 <\/strong><\/p>\n

There can be three \u201cwhys\u201d or twenty, depending upon the issue and the responses.\u00a0 To make the point, the word \u201cwhy\u201d has to be one of the more powerful words in your vocabulary.\u00a0 Asking the question forces the other person to think beyond the usual \u201cwhat\u201d that generated your first \u201cwhy.\u201d<\/p>\n

It sure is a way to get to the bottom of an issue.\u00a0 <\/strong><\/p>\n

\u201cI just reduced the number of ad words we\u2019re paying for.\u201d\u00a0 \u201cWhy?\u201d \u201cThey weren\u2019t paying\"\" off in enough revenue.\u201d \u201cWhy?\u201d \u201cWell, all we could measure is dollars of revenue against cost for clicks.\u201d \u201cWhy?\u201d \u201cWell, we have no way to know which other ad words might have done a better job of conversion into revenue.\u201d \u201cWhy?\u201d \u201cWe have no-one on staff with enough knowledge of marketing to distinguish words from phrases, or with experience to know how to capture clicks into conversions.\u201d \u201cWhy?\u201d\u00a0 \u201cWe\u2019ve never thought this to be an important part of our marketing effort.\u201d \u201cWhy?\u201d \u201cWe just don\u2019t know what we don\u2019t know.\u00a0 Will you stop asking \u2018why\u2019?\u201d<\/p>\n

How revealing! <\/strong><\/p>\n

[Email readers, continue here…]\u00a0<\/em><\/span> There is no better way to get to the bottom of an issue than this.\u00a0 In the case above, lack of performance was caused by lack of knowledge, and inability to find resources to help.\u00a0 A good manager-questioner might conclude that a small expenditure with a consultant might pay off in great rewards, before abandoning the use of ad words entirely because of the comment from the subordinate.<\/p>\n

Here’s a great exercise.<\/strong><\/p>\n

Practice your listening skills with one or more attempts at the five \u201cwhy\u2019s\u201d and see if you find insights into answers to problems that might not have been obvious without your queries.<\/p>\n","protected":false},"excerpt":{"rendered":"

This is a trick headline.\u00a0 There can be three \u201cwhys\u201d or twenty, depending upon the issue and the responses.\u00a0 To make the point, the word \u201cwhy\u201d has to be one of the more powerful words in your vocabulary.\u00a0 Asking the … Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[8,11,20,10],"tags":[],"class_list":["post-4659","post","type-post","status-publish","format-standard","hentry","category-depending-upon-others","category-growth","category-protecting-the-business","category-surrounding-yourself-with-talent"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/berkonomics.com\/index.php?rest_route=\/wp\/v2\/posts\/4659","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/berkonomics.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/berkonomics.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/berkonomics.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/berkonomics.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4659"}],"version-history":[{"count":0,"href":"https:\/\/berkonomics.com\/index.php?rest_route=\/wp\/v2\/posts\/4659\/revisions"}],"wp:attachment":[{"href":"https:\/\/berkonomics.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4659"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/berkonomics.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4659"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/berkonomics.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4659"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}