Tell me why

Happy Friday,

How was your week?

I had coffee with my sister a couple of weeks ago, and as we were catching up and firing emails, she was also trying to get to the root cause of a situation at work using the 5Whys. 

The "5Whys" is a problem-solving technique that involves repeatedly asking "why" to uncover the root cause of a problem. Sakichi Toyoda, the founder of Toyota Industries, came up with it, most probably when his kids were young if you ask me…

For brand builders, consider it a tool to refine your brand's blueprint. It could help you unpack a situation and get to the essence of the problem, either foundational or punctual. 

• Understand consumer shifts | Uncover the root causes behind changing consumer preferences, such as the recent increase in "Made in Canada" or "Made in the US" searches.

• Analyze declining performance | Identify the core issues behind drops in sales or market share, for example, a decline in performance in a strong region.

• Find product opportunities | Explore unmet needs to identify product development areas, such as the demand for Canadian-made or American-made products.

• Address external impacts | Understand how factors like tariffs or uncertainty are influencing consumers and determine effective responses.

• Investigate brand decline | Determine the underlying reasons why consumers are no longer considering a brand.

It's like peeling an onion (without the tears). 

Keep asking why, typically five times, until you get to the root cause of the problem and not stop until you find the core of the matter.

Want to play?

First, let's put you in the mood, more upbeat. less?

Problem: "Our XYZ service is underperforming in our strongest region."

• 1st Why: Why is our XYZ service underperforming? | Possible Answer: "We've seen a decrease in user engagement and activity in the last quarter."

• 2nd Why: Why have user engagement and activity decreased? | Possible Answer: "We've received feedback about a lack of relevant features and usability issues with the platform."

• 3rd Why: Why is there a perceived lack of relevant features and usability issues?| Possible Answer: "Our development roadmap has not aligned with user needs, and we've had insufficient investment in UX research and platform improvements."

• 4th Why: Why has development lagged, and platform investment is insufficient? | Possible Answer: "There's been a misalignment between our budget allocation and strategic priorities, and we've had difficulty incorporating user feedback into our development process."

• 5th Why: Why is there misalignment and difficulty incorporating feedback?| Possible Answer: "Internal communication silos and a lack of clear ownership have hindered effective decision-making and resource allocation."

If you want to read more about it, here are a few links to help bring you up to speed : 

• Wikipedia | A comprehensive overview, its history, and how it's used in problem-solving.

• MindTools | Practical guidance on how to use it effectively, with examples and tips.

• Lean Enterprise Institute| 5Whys within a Lean methodology context.

So, next time you face a challenge, keep asking why until you uncover the heart of the matter.

See you next week!