Most people with any journalistic bent at all have heard of the 5Ws (who, what, when, where, why… and the first cousin, how). Generally, news stories answer these questions at a minimum and build out from there — all well and good in a reactive, “just the facts, ma’am” sort of way.
In the marketing world, one of these things isn’t like the others. One question goes right to the heart of the matter and demands results in a way the others can only dream of doing. Consider for a moment the staggering potential of “why?”
