A "why-by" ladder is sometimes useful when you're trying to work with a group to:

  • get them to consider a higher-level objective, or conversely

  • get them to be more specific or concrete

In the diagram below, each downward arrow is where you would ask "by?" or "how?" in order to reach a lower "rung" on the ladder.

Conversely, if you're looking to reach a higher level objective, you'd ask "why?" instead.

I honestly can't remember to whom this should be attributed but I think I encountered it via the Account Planning Group.

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