CHAPTER TWO Why Is That Important?
When attempting to move people from where they are right now toward something else, we often ask what is important to them? Good question, but I think not the core question. Ask them what and they will tell you the object, the person, the destination, the goal. That’s helpful, but it stands in front of what they want even more deeply, does not reach for the source of the motivation. We know what they want, but why? For example, teenagers often want cars. What they want is pretty clear: a car. But why? Recognition, independence, excitement, freedom, fulfillment, attractiveness, friends—these are the whys ...
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