Great companies, successful entrepreneurs and product innovations start with a simple question. Why?

Zappos built their company by asking why companies spent more on marketing than customer service. Ricardo Semler created democracy and empowerment within the workplace by asking why companies don't trust their own people. Apple asked why mobile phone manufacturers put all their efforts into fancy hardware when the software is what sucked.

All of these ideas come about as a result of dissatisfaction with the status quo. To these people, "industry standards", company policies, or the way things have been done in the past are nothing but excuses. What excuses have you made in the last 30 days that kept you or your company from being it's very best?

It's a simple test, really. In everything you do, ask yourself the following:

  1. Why is it done this way?
  2. Can it be done better?
  3. How can I become the best or be most effective at this?

It might be appropriate for you to ask yourself why people don't ask why more often. I ask myself that all the time! It's because asking why is never popular, it's never cheap or easy, and it's never the most productive thing at that moment. But if why is the difference between you and being average, wouldn't it be worth it to ask every time?

Sometimes when you ask why, the answer is to change nothing, and sometimes the answer is to change everything. In both cases, there should be a great reason to do so. For the record, none of the following count as "a great reason":

  • That's how our competitors do it
  • I don't have time
  • Our industry has always done it this way
  • My boss or my client doesn't like it that way, and I don't want to rock the boat

That last one is loaded, because sometimes you have to give in and keep the boss/client first. But you still shouldn't be afraid to question something that can be done better, and challenge anyone that is afraid to leave their comfort zone.

If you are content running in the middle of the pack and not getting noticed, then by all means do not ask why. If you want to be the best, ask why at every opportunity, and be prepared to take action at whatever cost.