From the course: Ideation for Marketers

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The five whys technique

The five whys technique

From the course: Ideation for Marketers

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The five whys technique

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- The 5 Whys is such a classic way to really get to the root of a problem. I've often found that this helps a lot when you're doing a root cause analysis or you're looking at a problem, really trying to understand how did we get here? Perhaps you're looking at your business process and you're thinking to yourself, how is it that our customers are not buying this product that we left right next to the register? Well, you can ask yourself using the 5 Whys, and this is really a way to explore going deeper and deeper into a particular problem. So, you'll kind of work through the scenario. You'd say, "Customers aren't buying the product by the register. Why?" Well, what are some ideas here? Maybe they're not buying them 'cause they're too expensive. Why are they too expensive? Well, they're too expensive 'cause we price them to be high. Why do we price 'em to be high? Well, we need a margin. Why do we need a margin? Well, because we have to make more money. Now, you might find that you…

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