If one asks “so what” in response to successive answers to questions, just as one does with 5 Whys, one is using a tool that Mind Tools calls “appreciation.”

This technique allows one to identify logical inferences from facts. Just as one must be careful and evaluate the results from 5 Whys, one must assess the validity of information.

How might this approach play out in the real world? Imagine that you were advising Kroger (a grocery store chain) after Albertsons (another grocery store chain) put itself up for sale in response to lagging sales. The conversation using appreciation might have read something like the following…

So what does Albertsons’ decision mean?

- Albertsons needs to increase its sales.

So what?

- Albertsons may increase its advertising.

So what?

- Our customers may see Albertsons’ advertising and be drawn into the store.

So what?

- We may need to increase our advertising so that our customers come to our stores instead.

So what?

- We need to take action to protect our market share in the intensely competitive marketplace. That said, we have to protect our revenue.

Click here to visit Mind Tools’ website where appreciation is discussed. While I’ve been using the approach for years, I didn’t bother to give it a name…

Filed by Coleen Davis at 4:31 pm under Marketing, Solving Problems