The importance of WHY

For every story you tell. And everything you do.

ALL Human behavior

Driven by a “WHY”.

Stories to change behavior.

Must address why.

Or else, no impact!

How to find your why?

Human behavior has 3 key why’s.

3 key universal why’s

That need answer

in every story you tell.

WHY 1

Why improvement of my situation?

WHY 2

Why is this new thing useful?

WHY 3

What’s in it for me ?

Why is this linked to a wish?

But it’s not that easy…

Go deeper,

find the right story,

find the right why.

Use the Toddler-method!

Use the Toddler-method!

• WHY-chain up until annoyed (5 times)

– ASK WHY

• Get answer– Ask why to that answer

» Get answer

• Ask why again to that answer

• Get answer

• Ask why again to that answer

• Get answer

• …