It's the question on the tip of your tongue when you walk into any unfamiliar place or situation.
This weekend, some friends and I visited a brewery originally built in 1842. Once inside, we were directed down some stairs that led us to the basement. Then we went further underground via a steeply sloping, narrow hallway; and finally a set of stone-carved stairs went deeper still and led us to our final destination.
Three stories underground in the tiny town of Weston, Mo., was a room, a cavern really, lined wall-to-wall, top-to-bottom and floor-to-ceiling with massive stones. In the present, it is home to an unusual Irish pub. But why, in 1842, would anyone have built such a structure?
If you haven't already guessed, the short answer is beer. It was John Georgian's passion for brewing top-notch beer that had him dig down to build a room where he could store ice from the Missouri River in the winter, and keep it so far underground that it would chill the cellar and keep his barrels of beer (lager) at a temperature below 60 degrees while the amber beverage fermented for at least six weeks.
If Mr. Georgian were alive today, he could market his lager to beer lovers by explaining his why, and then his how, and the what would easily follow. We can learn from his example. Mr. Georgian's answers to the questions we should all ask ourselves and be able to answer, in this order....
WHY?:
Because we want ourselves and other mid-westerners to enjoy a beer like none they have ever tasted.
HOW?:
We built a special cave, three-stories underground, where we can keep the beer cold by storing ice all summer long, while the lager is reaching its peak in the fermentation process.
WHAT?:
We brew a premium lager with smooth drinkability and outstanding flavor.
These questions asked and answered in the order above in any given situation represent a way to think about, understand and communicate what you do at work, at home and everywhere you go.
Starting with the why will engage your audience, strike a cord or a common belief and tune in to a person's feelings or emotions which is the part of their brain they use to make decisions. It will help you understand yourself and other people and how you relate.
Step back in time and put yourself in the shoes of one of the first master brewers west of the Mississippi. We don't know all of the reasons why John Georgian did what he did. But we can take an educated guess at his Why, and everything else seems to fall into place from there.
Are you thirsty?
