5Ws And An H

What? Where? When? Who? Why? How?

Sometimes referred to as Kipling’s Six Serving Men. A more formalized version of this is called critical examination. This simple tool can produce a wealth of information and valuable ideas.


Use the question “Why?” with care – asking it will usually elicit beliefs and the ‘ations: rationalisations, justifications and interpretations.

Also known as Five Whys.