Always explore the why beneath the want.

When a client tells you what they want, don't stop there. Underneath every stated desire is a Primal Question pulling the strings.

Someone says, 'I want a better marriage.' Okay — why?

• A Q3 wants a better marriage because they want to feel loved.

• A Q2 wants a better marriage because they want to feel secure.

• A Q7 wants a better marriage because they want to feel like their life has meaning.

Same desire. Three completely different drivers.