Face2Face

No, this is not a philosophical discussion. Consider it an approach to successful communication.

More than any other word, “why” has the ability to imply a search for deeper meaning. It is also something that I increasingly find myself asking. Whether in work or life, the need to understand and rationalize the “why”, or in fact, the very importance of any given decision, has become a bit of a habit for me. I didn’t understand it at first, but a great article by Phil Roybal of The Hill Group just seemed to crystallize my obsession with this question. The article is entitled “Drive listeners to your view by starting with “why”.

Phil opens his post with this great introduction:

“When I talk to audiences, I try to lead with the juice, the core value, the “why”. This is the way, really the only way, to bring them to my point of view. Tech seer Alan Kay says “Perspective is worth 80 IQ points.“ It’s the why that provides that perspective, allowing listeners to buy into a concept; a decision they then justify with the facts you give them. Simon Sinek, in his book Starting from Why, talks about why this approach works and how to apply it to your situation.”

He goes on to explain the practical application of “why”, using references from the world of marketing. I operate in the world of face-to-face marketing and this methodology is even more poignant when applied to telling a story through tradeshows and events.

I quickly realized that Phil’s affirming point of view is something that I must have already understood at a subconscious level and even found myself manifesting in my professional life. For example; rather than simply following a design brief, I’m now constantly at odds with the motives behind a client’s request.  After years of designing exhibits, events and campaigns, I have developed a real curiosity for understanding how clients set their goals and targets to begin with.

It has led me to not just do, but to probe, question and examine in order to gain deeper insight. I have found that by simply trying to understand “why” a client is heading down a particular path, or by helping them to understand the true reason behind their request, the “how” just seems to fall into place.

So next time you’re sitting in a meeting and everyone is spit-balling ideas and coming to decisions, stop for a moment and simply ask “why”. If you can answer in one sentence, you’re probably headed down the right road. It is probably the best litmus test for ideas I have come across. It will also result in a clearer understanding of your purpose, which translates into messaging that is more pure and that your audience can better connect with.

I highly recommend reading the whole post. Phil also links to this great TED talk by Simon Sinek where he expands on these ideas.