Here is a sample of how asking “Why?” or “Why is that important?” or “So what?” can lead you to the true business problem: “We need to integrate our financial and sales systems.” That is a desired solution, not a pain or challenge… Why? “Because our reporting is inaccurate.” Still not a root challenge yet… Why? “Because our executive has presented reports to the CFO that later turned out to be wrong.” Aha! Now that is a real pain: unable to make effective plans or business decisions because of inaccurate reporting.
