Why you should ask why
Asking "why" is a simple but powerful question that can help businesses make more informed decisions and improve their operations. By understanding the underlying reasons for their actions, companies can identify areas for improvement, innovate, and create value for their customers. In this article, we will explore the importance of asking "why" in a company and why it should be a part of the decision-making process.
Identify Root Causes: Asking "why" can help businesses identify the root causes of problems or challenges they are facing. By digging deeper and asking "why" multiple times, companies can get to the root cause of a problem, rather than just treating its symptoms. This approach is known as the "5 Whys" and has been used by Toyota and other companies to improve their production processes. [1]
Improve Processes: Asking "why" can also help businesses improve their processes and workflows. By questioning the reasons behind their current practices, companies can identify inefficiencies and areas for improvement. For example, a company might ask "why do we require three levels of approval for every decision?" and realize that this is slowing down their decision-making process.
Innovate: Asking "why" can also be a catalyst for innovation. By questioning why things are done a certain way, companies can come up with new ideas and approaches to solving problems. This is particularly important in industries that are undergoing disruption or facing new challenges. In a study by McKinsey, companies that encouraged employees to ask "why" and challenge the status quo were more likely to generate breakthrough ideas. [2]
Create Value for Customers: Finally, asking "why" can help businesses create value for their customers. By understanding why customers are using their products or services, companies can tailor their offerings to meet their needs more effectively. This can lead to higher customer satisfaction and loyalty. In a study by Bain & Company, companies that asked "why" and focused on customer needs were more likely to achieve higher profits and revenue growth. [3]
Asking "why" is a simple but powerful tool that can help businesses improve their operations, innovate, and create value for their customers. By questioning the reasons behind their actions, companies can identify root causes, improve processes, innovate, and create value for customers. Business leaders should encourage their employees to ask "why" and make it a part of their decision-making process.
Whilst it is clear to see that asking why is crucial to creating high performance, often people only take the initial answer as the one they need. However, asking the right questions is key to uncovering the root causes of a problem or gaining a deeper understanding of a situation.
Here are some of the reasons why people dont push for more deeper answers:
Social Desirability Bias: One reason why people's initial answers are often superficial is due to social desirability bias. This is the tendency for people to give answers that are socially acceptable, rather than their true feelings or beliefs. This is particularly true in a work setting, where employees may feel pressure to give answers that reflect positively on themselves or their team. [4]
Lack of Self-Awareness: Another reason why people's initial answers can be superficial is due to a lack of self-awareness. People may not be fully aware of their own motivations or may not have thought deeply enough about the issue at hand. This is particularly true when the question is complex or requires a significant amount of introspection. [5]
Fear of Consequences: Finally, people's initial answers can be superficial due to fear of consequences. Employees may be afraid of saying something that could be seen as negative or could lead to retribution from their superiors. This is particularly true in hierarchical organizations where speaking truth to power is not encouraged. [6]
In conclusion, someone's initial answer is usually quite superficial, and it is important to ask "why" and push deeper into the subject to get to the actual reason. By doing so, companies can gain a deeper understanding of their employees, customers, and operations, and identify areas for improvement. Business leaders should encourage their employees to ask "why" and make it a part of their decision-making process.
We have a few courses that directly highlight not only how to ask these types of questions but also how to get the entire team thinking in this fashion. Once you have more people pushing the envelope of questions and answers, you have a much higher chance of getting to a breakthrough in performance.
References:
"The 5 Whys." Toyota Production System, Toyota Motor Corporation. https://www.toyota-global.com/company/vision_philosophy/toyota_production_system/quality/mar/applied/5_whys.html
"The Innovator's Secret Weapon: The Power of Why." McKinsey & Company, 2018. https://www.mckinsey.com/business-functions/organization/our-insights/the-innovators-secret-weapon-the-power-of-why
"Customer Insights: Seeing Through the Eyes of Customers." Bain & Company, 2012. https://www.bain.com/insights/customer-insights-seeing-through-the-eyes-of-customers/
"Social Desirability Bias." Psychology Today, 2021. https://www.psychologytoday.com/us/basics/social-desirability-bias
"Self-Awareness." Harvard Business Review, 2018. https://hbr.org/topic/self-awareness
"Fear of Speaking Up." Harvard Business Review, 2019. https://hbr.org/2019/11/fear-of-speaking-up