The first part of the Why Conversation is the brain dump.

The client has a problem and it usually doesn’t take more than “Why did you want to get on a call today?” to get them to spill their long story.

The goal of this first ~15 minutes of conversation is to take good notes, paying special attention to the specific words they use so you can use them later. Especially any emotional language.

You can (and probably should) ask limited clarifying questions, but try not to interrupt much until they’ve exhausted their entire word vomit.

Then you can keep asking questions until you understand where they’re coming from and what they want to do.

Thank them for sharing that information and ask something like, “Would you mind if we take a step back and look at the bigger context?”

And that’s where the Why Conversation really shines. We’ll get into that tomorrow.

Josh