9 Whys

The "9 Whys" structure is designed to help individuals and groups uncover the deeper purpose behind their work.

What It Makes Possible

Clarifies Purpose: Helps individuals and teams quickly identify what is truly important in their work.
Reveals Gaps: Makes it obvious when a compelling purpose is missing, preventing aimless progress.
Unleashes Potential: When a shared, unambiguous purpose is discovered, it fosters both greater freedom and responsibility.
Supports Scaling: Establishes a strong foundation for spreading and scaling innovations with consistency and integrity.

How It Works

Start with a “What do you do?” question.
Ask “Why is that important to you?”
Repeat the “Why?” question up to 9 times, each time digging deeper into the meaning and motivation behind the previous answer.
Stop when a core purpose or belief is revealed - often before the 9th “why.”

Time needed
20 minutes

Preparation

Offline Format	Online Format
Prepare pieces of paper	Prepare virtual whiteboard template (for example Miro board) to gather answers for 9 Why questions
Prepare split into smaller groups (2-4 people)	Split into smaller groups (2-4 people) - prepare the rooms online

Set the stage
1. Identify the Starting Point: Have a clear problem statement, a challenge, or a desired outcome that the group wants to understand more deeply. Write it clearly on a flip chart or whiteboard. Examples:
  - Desired Outcome: "We want to create a truly innovative product."
  - Challenge: "We need to improve team collaboration."
  - Problem: "Our project consistently misses deadlines."
2. Explain the Purpose: Briefly explain the "Nine Whys" process. Emphasize that the goal is not to blame, but to understand. It's about uncovering the layers beneath the surface.
3. Establish Ground Rules:
  - No blaming.
  - Focus on the system or purpose, not individuals.
  - Be open to uncomfortable truths.
  - Encourage genuine curiosity.
4. Pair up participants.
  - One person interviews the other, then they switch roles.
5. Begin the interview with:
  - “What do you do when working on that challenge?”
  - Ask for a short list of activities or actions.
6. Then ask:
  - “Why is that important to you?”
7. Continue asking “Why?” up to 9 times, or until the interviewee reaches a deep, fundamental purpose that resonates emotionally or ethically.
8. Switch roles and repeat.
9. Debrief in small groups or as a whole.
  - Share insights and reflect on the deeper purposes uncovered
Step-by-step and timing
1. Explain the Course of Events (2 min)
  - Briefly introduce the purpose: to uncover deeper meaning and motivation behind work.
  - Emphasize the importance of listening and curiosity.
2. Form Pairs (1 min)
  - Ask participants to pair up quickly or split them into rooms online.
3. Conduct Interviews (10 min total)
  - Each person interviews their partner for 5 minutes.
  - Start with: “What do you do when working on that challenge?” (ask for a short list of activities).
  - Then ask: “Why is that important to you?”
  - Continue asking “Why?” up to 9 times or until a core purpose is revealed.
    
    As a facilitator:
    
    Remind participants to capture the most prominent and insightful answers.
    
    Support if people are stuck with questions/ answers
    
    Keep it Focused: Ensure responses directly address the "Why?" of the previous layer.
4. Form Foursomes (1 min)
  - Combine two pairs into a group of four.
5. Share Insights in Foursomes (5 min)
  - Each pair shares what they discovered about their partner’s deeper purpose.
  - Look for common themes or surprising insights.
6. Whole Group Reflection (5 min)
  - Ask: “How do our purposes influence the next steps we take?”
  - Invite a few people to share reflections with the whole group.
Hints
1. Create a Safe Space
  - Avoid judgments or critiques. Emphasize that there are no right or wrong answers.
  - Frame the session as a personal exploration, not a performance or evaluation.
2. Ask the Right Questions
  - Begin with:
    
    “What do you do when working on that challenge?”
    Ask for a short list of activities.
  - Then ask:
    
    “Why is that important to you?”
3. Continue with variations of “Why?” such as:
  - “What would be missing if you didn’t do that?”
  - “What difference does that make for you?”
  - “If last night, while you slept, your dream came true, what would be different?”
4. If someone gets stuck, gently prompt with:
  - “Does a story come to mind?”
  - “Can you recall a moment when this felt especially meaningful?”
5. Don't force 9:
  - While "9" is the name, the goal is to reach a fundamental, resonant purpose. Sometimes it's 5, sometimes 12. Stop when a profound, inspiring "Aha!" moment is reached.
6. After the 9 Whys: Add 10 HOWs
  - Once the core purpose is uncovered, follow up with: “How might you act on this purpose?”
  - Ask up to 10 “How” questions to explore practical steps, behaviors, or changes that align with the discovered purpose.
Examples of use
1. Business Strategy & Visioning:
- Scenario: A company is struggling to define its long-term vision and differentiate itself from competitors.
- Example. Start with: "Why do we sell organic coffee?"
  - Why 1: "Because people want healthier options."
  - Why 2: "Why do people want healthier options?" "Because they care about their well-being."
  - Why 3: "Why do they care about their well-being?" "Because they want to live longer, more fulfilling lives."
  - Why 4: "Why do they want to live longer, more fulfilling lives?" "To experience more joy and connection."
  - and so on
- Outcome: The company might realize their true purpose isn't just selling coffee, but "fostering vibrant communities through mindful consumption and shared experiences." This deeper purpose can then guide their branding, product development, and culture.
2. Project Management & Team Alignment:
- Scenario: A project team feels disconnected from the overall goal, or they're just "doing tasks" without understanding the bigger picture.
- Example. Start with: "Why are we developing this new software feature?"
  - Why 1: "To improve user experience."
  - Why 2: "Why improve user experience?" "So users can achieve their goals more efficiently."
  - Why 3: "Why do we want users to achieve their goals more efficiently?" "To empower them to be more productive and successful."
  - (Continue for 9 Whys)
- Outcome: The team might discover their shared purpose is "empowering our users to unlock their full potential" or "creating tools that foster personal and professional growth." This can re-energize the team, help them prioritize, and make more aligned decisions.
5. Community Building & Social Initiatives:
- Scenario: A community group wants to start a new initiative but needs to solidify their shared reason for doing so.
- Example. Start with: "Why do we want to start this community garden?"
  - Why 1: "To grow fresh produce."
  - Why 2: "Why grow fresh produce?" "To provide healthy food options for the neighborhood."
  - Why 3: "Why provide healthy food options?" "To improve the health and well-being of our community members."
  - (Continue for 9 Whys)
- Outcome: The group might realize their deeper purpose is "cultivating connection and resilience through shared stewardship of the land" or "fostering a vibrant, self-sustaining community where everyone thrives."
Link with other Liberating Structures
Combine with:
1. Appreciative interviews
Link it to:
Link to Liberating Structures page
9 Whys
Link to virtual whiteboard template (Miro)

9 Whys

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