The “5 Whys” technique is a process for discovering the root cause of a problem. It was developed by Sakichi Toyoda for Toyota Motor Corporation to create what was for a long time the epitome of quality in the auto industry.

The basic idea is that you state the problem and then progressively ask “why is that?” As you go through they “whys” eventually you should get to the root cause of the problem.

This is a variation on that process, designed to uncover how a company can get a the heart of building their brand value.

Problem: We don’t have a strong brand.

Answer these questions:
Why do you do what you do?
Don’t answer to “make a profit.” Why are you specifically in this type of business out of all the others? Find the passion in what you do.

Why do you do that better than anyone else?
If you don’t, then could you focus on something more specific that you can be the best at?

Why should people care about what you do?
Search for the key insight about the value you bring people.

Why should they tell all their friends and family about you?
What about is remarkable, as in, something than needs to be talked about?

Why will you make the world a better place?
Ok, yes, this starts to get a little lofty and esoteric. And it can easily get into tech startup mission statement ridiculousness. But seriously ask yourself, “what positive difference am I making?” There must be something. Because if there’s not, is that what you really want to be doing with your life?