Lesson Sixty-Six: One Final Question

I’m convinced that knowing the answers isn’t nearly as important as asking the right questions. It is only through probing, self-reflective questioning that we can really find new possibilities in our work and our world.

I’m a great question-asker. Not so much because a higher strategy is at play, but simply because I’m curious and I like to know things.

I learn by asking.

I saved this question for the last page of the book. It will change the course of your business life, if you let it. I’ve asked this question to my clients and myself hundreds of times. I guarantee you that the answer will give you a new resolve in your business, and a tighter focus in your life. I’m not the first person to ask this question. It originated from some of the greatest thinkers of the world, spanning all cultures and all time. But
I’ve used it to help business owners see beneath the surface of their businesses and customers, to unearth a deeper understanding.

Are your ready? Here it is:

Why?

Lesson Sixty-Five: Next Time

Business started off great. People came from all over the neighborhood to try it. Customers were lining up, they couldn‚t get enough. The clink clink clink of the cash box filled her with delight.

It was her first business and it was everything she hoped for. Give the customers what they want.Take their money. Everyone is happy. It couldn't be easier, she thought.

But then business started to slow down. Sales dropped. Plummeted. It seemed to happen almost immediately. One minute it was teeming with people, the next minute completely empty. Not a soul.

At first she was patient. They'll come back, she told herself resolutely. It's just a slow spell. But then it dragged on and she started to worry.

Starting a businesses isn't easy. She had worked hard preparing hers and now it was beginning to fail.

Why won't they come? Are my prices are too high? Should I change the product? She even considered giving it away for free. But then, how would she make any money?

It wasn't a big company, in fact it was about as small as they come.

And so she began to advertise. Circling the neighborhood with flyers, practically shouting at everyone that passed. Come in, try it! It's the best you'll ever have, she yelled.

Finally, at the end of the day she gave in.

"I tired of this Daddy," she said to me. "Can we stop?"

So I helped her pack up her little lemonade stand and we counted her money.

"How did you like being in business?" I asked my little four-year-old,soon to be five-year-old entrepreneur.

"I liked it, but it was harder than I thought," she said, and then paused reflectively. "Next time I'll do it different."

It takes many of us a lifetime to learn that lesson.