The power of ‘why?’ and ‘what if?’ in communications

20 Jul, 2022

TL;DR

This blog explores how asking “why?” and “what if?” can unlock creativity, challenge assumptions and drive more impactful healthcare communications. It encourages teams to reframe problems, imagine alternatives and design solutions that better reflect real-world needs. Whether applied to campaign strategy, patient engagement or internal culture, this mindset fosters innovation, inclusivity and purpose-led thinking across the communications process.

Why do spinning classes have to be an all-round assault on the senses? What if a quieter option existed for those who wanted the benefits of exercise without clubbing at 7.30am? If I wanted to relive my glory days at The Leadmill in Sheffield I’d do so at an appropriate time of day with a drink in my hand.

I’ve been thinking a lot recently about how seemingly small questions are the first important step to change. They are the means by which we can turn curiosity into a clear focus and springboard for action.

Having a questioning mindset has never been more relevant in a business context and communications is no different.

With the constant change we face, we have had to redefine ideas about how we live, work and connect with people. Being able to ask big actionable questions is the first step in moving beyond the old ways to embrace the new
It reflects the authenticity that is now required of leaders by employees and customers – you need to be humble in order to acknowledge you don’t know the answer, and confident enough to admit it in front of others
As increasingly projects become ‘sprints’ – being able to imagine the problems before they become crises and mitigate quickly is an advantage. Music to my ears as a natural pessimist (realist!), I’m always asking – ‘what can go wrong here’?
With a wealth of data and information at our fingertips, and an increasing focus on being data driven in our decision making and actions, it is vital that we’ve framed the right question before we embark on research. Data and insights are only as valuable as the question we’ve asked at the start of the process
Finally, questioning is egalitarian – anyone can ask a big, smart question and cultures that encourage this and collaborate to make things better will be more inclusive and creative. Fear is the enemy of curiosity, so a focus on creating a culture of psychological safety is critical

Despite this, journalist and author Warren Berger has found few companies that actually encourage questioning in any substantive way. It can feel like it takes up time when we are under pressure, get in the way of established processes and as anyone who has dealt with a four-year-old knows, is frankly exhausting. However, in his book and on his website – A more beautiful question – Warren makes the argument for the power of asking ‘why?’ and ‘what if?’ to create solutions that meet today’s problems.

Asking those questions is the first step to creating communications programmes for the hybrid age; the first step to building a communications agency that is fit for purpose for today’s talent.

I don’t think I’ve started a revolution with my observation that some exhausted menopausal women don’t necessarily want to be in a hot space with strobe lighting & loud music. But I’ve shared my ‘why’ & ‘what if’ questions with the spinning club. If they run the odd class playing New Order at an acceptable background level, I’m in.

1. What does “why?” and “what if?” thinking mean in communications?

This blog explains that “why?” helps uncover the root of a challenge, while “what if?” opens the door to alternative solutions. Together, they encourage teams to think beyond the obvious and explore new ways of delivering impact.

2. How can this mindset improve healthcare campaigns?

By questioning norms and imagining alternatives, communicators can design campaigns that better reflect patient realities, challenge stigma and deliver messages in more engaging, inclusive ways.

3. Is this approach relevant to internal culture too?

Yes. The blog suggests that applying “why?” and “what if?” internally can help teams rethink how they collaborate, innovate and support one another, leading to stronger, more agile organisations.

4. What are some practical examples of this thinking?

The blog references everyday scenarios—like reimagining spinning classes or patient education formats—to show how small shifts in perspective can lead to more thoughtful, user-centred solutions.

5. Why is curiosity important in health communications?

Curiosity drives better questions, deeper insights and more meaningful engagement. It helps communicators stay responsive to change and design programmes that reflect the complexity of real lives