Toddlers With Money

When my daughter was a toddler she put every question through what we called “Twelve Degrees of Why.”

“Dad, why do flowers have different colors?”

“Um, to attract insects”

“Why do they want to attract insects?”

“Well, they don’t actually want to, it’s just that those that do tend to have more success reproducing”

“Why?…”

Because insects pick up some of the material from flowers and then go to other flowers and transfer this material which helps them reproduce...

Why?...

It was not just valuable for her learning. It was valuable for me, too. After the twelfth “why” I found out whether I really understood something or not.

A smart client doesn't stop after the first "why?"  A smart client keeps asking why until he finds out if the agency really knows what they're talking about, or if they're bluffing.

Why are we using this medium? Why is this a good idea? Why do you believe that statistic?

A smart client is a toddler with money.