The question is always ‘Why?’

At CI Group we employ a ‘Y’ model briefing form for all new & existing client briefs – it helps us address a few critical questions to hone in on exactly what’s required – and that might not always be quite the same as what is being asked of us 🙂

For us, the question has always been ‘why?’

Y Model

According to the Harvard Business Review, in times like these, your customers and your employees may need your wisdom and leadership – to understand your ‘why’ – more than ever, and you have a unique opportunity to move them forward amid uncertainty.

“Answering why is an act of empathy and adds a layer of persuasion to your communications. When people know why they’re being asked to do something, they’re much more likely to do it.”

Click here to read more about communicating your “Why”

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