The 5 Whys: Why, Why, Why, Why, Why....
The 5 Whys: Why, Why, Why, Why, Why....

The 5 Whys is a simple yet powerful problem-solving tool that encourages users to ask “why” repeatedly to identify the root cause of a problem. This technique aims to sidestep surface-level symptoms and delve deeper into the underlying issues behind a problem. Developed by Sakichi Toyoda, the method was first implemented in Toyota’s manufacturing process but is now used widely in business.

How Does it Work?

It is as simple as following these steps:

  1. Identify the problem or issue you are looking to solve.
  2. Ask “why” it occurred. This should be a simple, open-ended question. Remember you are just looking for one piece of information right now. Also, try and avoid making questions accusatory as little benefit will come of this.
  3. Take the answers to the first “why” and ask “why” again. Repeat the process, using the answers to each previous question as the basis for the next question. The word ‘answers’ is in plural because why stop at one answer each time? There may be multiple root causes.
  4. Ask “why” five times, or until you have identified the root cause of the problem. In practice, it is probably best not to get fixated on the number 5 and yet the invitation is not to be satisfied until you are reasonably sure you have reached the root cause.
  5. Once you have, find deeper questions that will help you develop and implement a solution. See the example below.

Remember, like any method, the 5 Whys is not a one-size-fits-all solution and may not be effective for all problems. Additionally, the effectiveness of the method depends on the quality of the questions asked and the ability to accurately identify the root cause. However, when used effectively, the 5 Whys method can be a powerful tool for problem-solving and ongoing improvement.

Real Life Example

  1. Why are customers not converting? – Because they can’t really see the benefits.
  2. Why can’t they see the benefits? – Possibly because our pitch is too vague.
  3. Why might the pitch be too vague? – Because we are not 100% clear on the value we offer.
  4. Why are we not clear on the value we offer? – Because we have not worked out how to tell clients.
  5. Why have you not worked out how to tell clients?
    1. Possibly because we know the service inside out, have experienced it ourselves and really see the benefits but are explaining it to people who have not, and words can only express so much. Rather than tell people about it, how might we allow people to experience it? Who might help with this?
    2. Another possibility is that we are focusing on the wrong things – on the features and logistics. We may be telling them how it works but not why they need it. Are we telling a compelling story? Who might help with this?

Conclusion – we likely need potential clients to experience it rather than understand it.

    Questions in the Image:

    • Why are customers not converting?
    • Why, Why, Why, Why…

    Want to Read More Around this Topic?

    The Five Whys for Start-Ups by Eric Ries (link to HBR). I have failed to find a quality book that explores this method. Next best is this interesting article by the author of the Lean Start-up that is specifically focused on using the 5 Whys method in the context of a start-up. Interesting reading for anyone looking to get to grips with how it can work in different contexts.

    Nurturing Curiosity – Daily Practice: This is part of the Nurturing Curiosity series of tools, insights and questions designed to help nurture curiosity as part of our daily practice. In point of fact, every interaction we have is an opportunity to question what we are observing and how we and others are seeing the world. Also remember that questions come in many forms throughout our day – a random offer of a chocolate treat might be an opportunity to ask How can I offer a moment of kindness to someone?

    About Tom O’Leary

    I coach, mentor and teach high performers to thrive by focusing on the choices we make.

    In truth, our paths in life are paved by those choices. We can talk all day but to make our lot better we need to make the smartest decisions and then execute on them as best possible.

    My view is that it is about slowing down to speed up. This means spending time being curious and contemplating what might be possible so that when we take action, we can bring all our energy and power to bear.

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