I’ve heard it said that there are two types of people in this world, “how” people and “why” people.

A “how” person is always asking, “How are we going to do that” or “How are we going to get enough money for that new marketing initiative”? “How are we going to afford the Astonish System”?

A “why” person asks the deeper, more fundamental question, “Why should we invest” or “why is our customer base shrinking”?

If you don’t know the answer to the “why”, the “how” doesn’t really matter.

Are you letting the “how” questions drive your organization? As they say, “where there’s a will there is a way”. Make sure you’ve answered the “why” questions BEFORE you even START talking about the “how”.