Practice makes perfect. But practice can also lull us to sleep on our feet.

We can become so focused on the process, on completing the task, on how we’re getting it done, that we often forget why we’re doing it in the first place—and as a result, we may sacrifice innovation, threaten quality, and risk failure.

In every business, in every industry, this trap awaits those who believe that processes can be perfected once and forever, as well as those who fail to ask at every turn, “why?”

—Why are we doing it this way?

—Why is this a better choice?

—Why will the end-user, customer, client, or consumer act?

—Why will people do this, want this, discuss this, buy this?

In short, why will it work?

Before you know how, you must know why. Otherwise, “how” may just be a roadmap to nowhere. Relying on “how” creates assumptions, leads teams astray from targets, and can make even the most sensible people throw logic and common sense out the window.

Why aren’t more companies focused on the “why?” Because it’s hard work. Because the “why” constantly changes. Because the “why” is not technology, but human nature. And because, sometimes, we must admit that there is no “why” and start all over.

At NDG Communications, the “how” is the method by which we carry out and create our work, but the “why” is the reason the work actually works. Because we always ask “why,” we know our work has a much better opportunity to create success for our clients.