Two foundational observations frame this discussion: First, "it's not easy to tell a story, and tell it well." Second, understanding why certain connections that seem natural remain challenging for others.
Introducing WHAT4
I developed WHAT4, a series of questions enabling organizations to examine their capacity to achieve a broader vision. This four-part design thinking model—widely employed in design schools for generating innovative services and products—comprises:
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What IS: Drawing from journalism's 5Ws approach (Who, What, Where, When, Why, How), this phase establishes baseline reality and current operating conditions.
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What IF: Through structured brainstorming and ideation, participants imagine changes to existing elements without allowing the baseline to constrain possibilities.
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What WOW: Ideas undergo evaluation to identify truly breakthrough, game-changing concepts.
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What Works: Reconnecting innovative ideas to actual circumstances, determining feasibility, identifying necessary bridges, and recognizing viable solutions.
The Power of Story
Descriptions alone prove ineffective. "Our brain needs to attach something concrete to the ideas of WHAT4, it needs evidence of its value" for concepts to become accessible and actionable. Narrative activates natural listening cues, engaging imaginative faculties that facilitate learning and transformation.
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