In the movie “Seven Days In Utopia” there is a scene where Robert Duvall has Lucas Black examine his grip on his golf club and the way that he swings it. The purpose of the question is not to criticize, but rather to teach and reinforce. Until we know the reasons why we do what we do, we may be swayed to doing the wrong things or there may be better things that we have yet to discover. So here are the 4 elements of the question:
WHAT – In other words, what is it we are looking at. Is it our script? Is it how our desk is laid out? Is it how we drive from home to work? So, step one is an examination of exactly what we are looking at. Mind you this can’t be general like “my business”. It must be a specific portion of that. Sort of like saying “airplane” or saying “first class seating”. It may be next to impossible to know where to improve an airplane, but when we narrow the focus to the first-class seats, now it becomes a doable task.
IS – Mind you, I am not saying may be, or could be, I mean is – as in right now at this very moment. Our most powerful moments are only found in the now. We can not be powerful in the past or in the future, we can only be powerful and effective in the now. It is that power and effectiveness of the now that may in turn effect the future.
YOUR – This is extremely important and so often misunderstood. Be it a matter of balance or common sense, so many businesses and people miss this by a mile. We need to focus on you and your business here. Just because something worked for Ford, or IBM, or Hilton doesn’t mean that it will work for you and your business. Imagine a psychiatrist taking the assembly line approach from Ford and applying that to his practice (Each patient will be given no more than 3 minutes before being sent to the next therapist). I have seen companies create software for sales people (especially for real estate agents) and yet they had no idea how the salesperson would want to use it. The software developer (who never sold a thing in their life) thought from the perspective of a software developer instead of the perspective of the salesperson. This one point right here has helped me aid companies in doubling their sales simply by helping them understand how the USER wanted to use the product. Understanding that allows a much greater clarification of value.
WHY – Why do you hold your golf club like that? Well, it could be because that is how someone showed me. Or it could be because I tried about 2 dozen ways to grip the club and this way allows me to follow through more effectively. I recently was learning about a piece of software in my office. I asked the person training me why something was done a particular way. They couldn’t answer my question. They had been told this is how to do it, but they had never been told why. Even worse? They never asked why. Only by asking why can we open ourselves up to higher levels of productivity and profit. Like the time I raised a company’s sales record by over 600%. I asked the why questions until I found a far better way.
You may be thinking that this isn’t rocket surgery so it can’t really make that big of a difference. Well, if all I can do is book 1 extra appointment per week, that turns into an extra $100,000 per year. An extra $100,000? Why not!