The power of 'Why?' three times

If you have ever spent time with a toddler, you'll have some idea of the power of the question "Why?".  Especially when it's repeated.

TODDLER "Why are you doing that?"

ME "Because I'm making lunch."

T: "Why?"

M: "Because it's lunchtime."

T: "Why?"

M: "Because it's the middle of day, sort of half way between breakfast and tea, and so we're probably getting hungry now so it's a good time to stop and eat. OK?"

A reasonable anwer; the logic stacks up; the toddler concedes. He is a bit hungry.  Doesn't necessarily explain the cheese sandwiches though - he probably fancies fish fingers. But that's detail.

The thing is, no-one questioned me about why it's lunchtime before.  I've only ever been challenged on whether it's lunchtime, what to have for lunch, or where to have it.  It's so obviously the right thing to do mid-way-ish between breakfast and tea.

But what if it weren't?  What if we only had lunch because we always had it, even if lunch made no sense?  And how many of us unthinkingly do things becase they've always been done, and always been done that way?

Hand on heart, have you ever had a meeting with a new member of staff and found yourself saying "I know that might sound a bit odd, but it's how we do things here"?

Times are changing. They always do. So we can't expect that what we always did will cut it. Sometimes "Lunch" will be the wrong course of action and you'll have wasted a lot of planning, time, resources and creativity on a lightly tossed green salad with a twist that no-one needs.

So all I'm saying is this: When you sit down to consider how to write a communications strategy, remember the power of "Why?" three times.  It could save your bacon.