Start with Why, Then What, Then How

This is one piece of wisdom that's nearly universally relevant for everything we do - personal or professional - but is so often forgotten and worth repeating often. 

Start with Why

What's the goal or problem? Why does it matter? Is it actually important?

This is the foundational step that determines the success of anything we do but is so often missed or glanced over. We get into execution details before understanding why; we get swayed by what others are saying or doing; we continue doing things out of habit, even though they are ineffective or irrelevant. Projects often become chaotic, fail or lose steam during execution because the why isn't clear or important

It's very important to clearly understand, believe in, and align on with stakeholders. One of Amazon's core principles is to "Work Backwards"; i.e. define success and even write up the future press release, and then work backward from that. Clarity on why and where you are going gives you clarity, helps you make decisions through the project, energizes and aligns the team. 

If it's a personal decision, think about what matters to you in life and what kind of life you want. If it's a business decision, think about what's really important to the company and customers now and in the long term. 

Then What

What needs to happen to achieve the outcome? What are the checkboxes and levers to fulfill? What's the 20% that will lead to 80% of outcomes?

This step requires some thoughtful research and prioritization - first deconstruct the problem to deeply understand all the things that matter and then select the ones that matter the most. 

Then How

What's the best way to get to the "whats"? What are the different approaches and pros/cons of each? What is the roadmap, milestones, timelines, owners? How do we keep track and stay in sync?

Oftentimes, alternatives aren't explored, plans aren't detailed enough, or the process isn't well thought out.