Why? They want a promo code
Why? They think your price is too high
Why? We didn't do market research
Why? We're understaffed
Why? I haven't filled the position
Magic, right?
Well, almost.
7/ The 6th Why
Do you notice what happens as we move through the Whys?
💡 They get specific -> We progress from what happened to what caused it.
💡 And more personal -> Groups narrow to individuals.
There's one more Why & it's uncomfortable.
But that's where the growth is.
8/ Back to our example
Why haven't you filled the position?
❌ Maybe you designed an unattractive role
❌ Perhaps you didn't see the demand coming
❌ Or you are losing people faster than you can hire
These answers are raw & imply something about YOU is causing the issue.
9/ This isn't just about work
I can't get in shape
Why? No time to workout
Why? Day is packed with work
Why? My boss keeps piling on more
Why? B/c I haven't told her no
Why? B/c I can't disappoint her
Why? B/c I need the money
Wait, it's a money issue not a fitness problem?
10/ Now what?
Don't overreact to one mistake. We all make them.
Do watch for patterns of mistakes. These tend to reveal true weaknesses.
Mission -> What's our Why?
Strategy -> How are we different?
Talent -> How do we find our A-players?
Operations -> How do we deliver effectively?
Improvement -> How do we consistently compound?
Here's how to answer each one:
MISSION: What's our Why?
The best leaders don't sell destinations.
They sell becoming part of a movement.
Your team doesn't want another goal.
They want to be part of a story bigger than themselves.
Mission isn't what you do—it's why anyone should care.
STRATEGY: How are we different?
Most companies compete on better.
Winners compete on "defensible differences."
Strategy isn't a plan to win the game.
It's defining the game on your terms.
The hardest part:
Saying "No" to good opportunities that don't fit.
These 5 questions reveal more in 30 minutes than most companies learn in 3 rounds.
And exactly what I’m listening for in their answers 🧵
Question 1: "Who will follow you here?"
I uncover:
- How self-aware they are
- Their standing in the community
- Their willingness to recruit & close
I’m listening for how they speak of others, how they speak of their current company, and the specific rationale for why his team members would be motivated to follow.
Question 2: “Tell me about the last thing you owned end-to-end.”
- What did they choose to highlight?
- Did they own it or just contribute?
- You’re hiring for ownership.
I’m listening for verbs (initiated, facilitated, etc.), and clear outcomes. Bonus points for any self-reflection showing how it could have been improved in hindsight.