The WHY Files
A taco truck advertises, 'We sell tacos.' In the Golden Circle, is this WHY, HOW, or WHAT?
WHAT. It's the product, not the purpose.
Which is more of a story: 'Sales fell 20%' or 'Our biggest customer nearly walked out yesterday'?
The second. It introduces a person and a problem.
A founder shares how she started her company and what shaped her beliefs. Which question is she answering?
Who am I?
Your boss hates your idea. To open their mind, what might work better: 40 charts or a compelling true story?
A compelling true story.
A CEO says, 'Teamwork is everything,' then takes all the credit. What's the storytelling crime?
Failing to embody the story through actions.
A company says, 'We believe everyone deserves to feel like they belong.' WHY, HOW, or WHAT?
WHY. It's a belief or purpose.
A CEO tells a story: 'I woke up, ate breakfast, drove to work, and checked my email.' What's missing?
A problem, obstacle, or conflict.
A leader tells employees, 'We're a team that never gives up on a customer.' What kind of story is this?
A story about the group: Who are we?
You only pay attention to facts that support what you already believe. What's this called?
Confirmation bias.
A startup invents a customer success story and presents it as fact. What important ingredient has it lost?
Authenticity and credibility.
A startup founder says, 'Our mission is to make a million dollars.' According to Sinek, what's wrong?
Money is a result, not a WHY.
A founder describes a product failure, but never explains what anyone did about it. What's missing?
The protagonist's response or attempt to resolve the problem.
A CEO explains why their work matters beyond making money. Which Gardner story category is this?
Values and meaning.
To inspire change, which is stronger: an imaginary success in 2040 or a real success that already happened?
The real success, because it is credible and shows change is possible.
A manager tells staff, 'Everything is terrible and we're all doomed!' What change would make it more motivating?
Show a positive example of someone successfully solving the problem.
A brand sells phones, computers, and watches, but fans love all three. What unites them beyond the products?
A shared WHY or underlying belief.
A CEO's story involves 14 alien planets, six timelines, and a talking stapler. Why might it fail?
It's too strange or confusing for the audience to connect with.
A billionaire tells minimum-wage employees a story about losing his third yacht. What's the storytelling problem?
The audience probably can't identify with the story or see themselves in it.
Why might a 30-second story inspire more action than an elaborate 10-minute one?
It leaves room for listeners to imagine applying the idea themselves.
A leader tells a wonderful story, but employees deeply distrust the speaker. What obstacle could stop the story from working?
The messenger's lack of trustworthiness.
A bike company says, 'We sell affordable bicycles.' Give it a WHY-first opening in 10 seconds.
Example: 'We believe everyone deserves the freedom to explore.'
A company presentation lists 12 milestones in chronological order. Name TWO things that could turn it into a story.
A relatable protagonist, a challenge, meaningful action, or a resolution.
A scientist changes the world's thinking through published ideas without leading rallies or giving speeches. Gardner calls this what?
Indirect leadership.
A short, true story of someone successfully making a change sparks others to imagine doing the same. What's Denning's name for it?
A springboard story.
A manager has a TRUE story, a RELATABLE hero, and a POSITIVE ending, but spends 20 minutes describing every tiny detail. What's the fix, and why?
Cut unnecessary details so listeners can imagine their own path to change.