Three Questions: Why? Why? Why?

Years ago, my son introduced me to author Simon Sinek's TED Talk on the value and importance of starting with why before introducing a product or service. The conventional approach begins with what it is. However, if we can answer why there is a need or want to be fulfilled, we clearly define our market.  

Mr. Sinek reversed our conventional order of thinking—who, what, and why—by explaining the logic of starting with why. I found this simple shift in perspective to be sheer genius. To this day, it is an essential tool in my consulting and teaching toolkits. It has become the equivalent of my all-purpose Leatherman utility knife. 

A client was nearing the end of his leadership term and was questioning whether to pursue an additional term. I asked him, "Why would you sign up for another term?" That was my only question. I offered no suggestions or direction. He took two weeks to think about my question, then called. He said, "The job is not done. There's more I can do." That was his why - a thoughtful answer.