Part of Learning Maze Series.
Most of what we need to learn after formal education experiences falls under the category of self-directed learning. For example:

Adults are self-directed learners. When your boss asks you to take on a new project, you don’t toss up your arms and say, “I can’t do it.” Rather, you develop an action plan and get to work. If you encounter something of interest, you learn more by reading, watching videos, listening to podcasts, or interacting with others in person and virtually. You have learned how to learn.


If you are on a quest for self-directed learning, the most important question that you need to ask is “why.”

Why do you or your boss need to know this information?

The why question frames your learning, your analysis, your strategy and how you evaluate what you have learned.

The quest to understand the achievements of people and business is how Simon Sinek became a world famous thought leader when he gave a Ted Talk in 2014. His question was simple:
“Why have companies like Apple been able to achieve such extraordinary success, while others with the same resources have failed.”

According to Simon Sinek, the fundamental difference between the “Apples” of the world and everyone else is that they start with “why.”


To explain this concept, Sinek has developed what he calls the “Golden Circle”. The golden circle has three layers:
Why – This is the core belief of the business. It’s why the business exists.
How – This is how the business fulfills that core belief.
What – This is what the company does to fulfill that core belief.

Sounds simple, but what Sinek found is that most companies do their marketing and thinking backwards. They start with their “what” and then move to “how” they do it. Most of these companies neglect to even mention why they do what they do. More alarmingly, many of them don’t even know why they do what they do!

Over the last decade I have pondered this simple question:
How do successful companies and individuals learn, and what is their learning framework?

If many companies neglect the “why” question they probably neglect the virtue of learning as well.
The “why” question should not only inspire passion, action, and innovation it should also inspire an attitude and culture of learning. Every demand on a business from staying off competition to the need for disruptive innovation comes best through intellectually honest learning.
This question led me to propose that effective, honest and active learning starts with the “why” question, which frames all actions and intents toward learning. This “why” question become a north star for a company and for an individual.


This reframing toward learning, rather than building something first, is a powerful concept. In modern terms, a learning culture occurs when failure is reframed into learning opportunities.



The magic of aviation innovation for the Wright brothers came through their deep analysis of how to control their flying machine when airborne. We now called these flight controls i.e. flaps and rudders in modern aircraft, however this concept was not known at the time. This obsession with how to control flight, like birds, was key to their success.  Why they wanted to solve this problem was the foundation of all motivation.


Learning through the lens of analysis while avoiding learning traps was key to their discovery process. According to Nail it then Scale it, there are four learning traps that often derail intellectually honest learning: To avoid these you must become cognizant of them how they affect your decision process.

The traps are:
Confirmation bias is the tendency to search for, interpret, favor, and recall information in a way that confirms one’s preexisting beliefs or hypotheses. This might explain the failure of all attempted flights up this point in history.
Motivation bias is a close cousin to confirmation bias but differs as motivations filter all information and blinds you to certain realties. Tim Harford called this chasing your losses and doubling down when you know your failing. For example, poker players who’ve just lost some money are primed to make riskier bets than they’d normally take, in a hasty attempt to win the lost money back and “erase” the mistake.
Overconfidence is the twin to confidence. It takes confidence to even play the entrepreneurial game, however overconfidence can also blind you. Furr and Ahlstrom caution that you don’t confuse determination with overconfidence.
Compatibility traps explores our myopic viewpoint of the world. It is often manifests in the business world by asking this convention wisdom question: “what can we build that people will buy.” Instead you should ask “what do people want to buy?” Or “what problems do my customer have that I can’t solve?” Sometimes the solution is outside of our box of compatibility, reason, and comfort.
The heart of this analysis learning frame is to acquire a posture of fact based data driven learning.


“Every time the Wright brothers would go out, they would have to take 5 sets of parts, because that’s how many times they would crash before they came home for supper.”

They didn’t expect success leaping from tall buildings, bridges or mountain slope, which can now be seen as ridiculous attempts but at the time seemed like rational product tests for those who didn’t frame their innovation with learning.

At the early stages of a new product the strategy should be to learn, not produce. Yes, the market rewards execution not ideas, however too often the strategy of a new venture is build a business plan or business models or even products instead of learning real market problems.
To win you need to reframe your strategy to develop an attitude of learning.
“At the core, entrepreneurs must develop an attitude of learning—brutally honest learning. By this we mean you need to learn how to seek and really receive feedback, because ultimately feedback opens the door to developing a product or solution that customers really need rather than just what the entrepreneur imagines that customers need. Furthermore, down the road, as the founder, you will set the culture of your organization, and creating a learning culture leads to a great organization rather than a one-hit wonder. But how do you develop this attitude of honest learning? The first step, which we have already described, is to recognize the learning traps discussed above. The second step is to develop an attitude of learning that has four basic components: 1) becoming an expert novice, 2) reframing the learning purpose, 3) real-time feedback, and 4) data-driven perspectives.”


The virtue of evaluation should stand on its own but for the purposes of this learning framework feedback works to refine your learning not just the stale commentary on your process, product or features. Every flailed flight was evaluated by the Wright brothers. They failed in new and glorious ways, but they didn’t repeat the same failure.
Failure is often manifest through feedback but in reality that feedback is the roadmap to success if you can only learn from it.
Significant amounts of real-time feedback help correct overconfidence, increase pattern recognition and help us see the truth. The truth is the product of brutally honest learning.

Learning should always start with the “why” and effective innovation occurs as organizations and individuals work within the constructs of a learning frame.


The Learning Maze: A New Framework For Personalized Learning will be published soon. Learn more about it here:

the learning maze cover


Sign up here and receive Learning Frame job aids, models,  exclusive insights into the Learning Frames Systems and a free Conference Learning Tool Kit handout that will help you:

  • Reframe learning to maximize your conference experience
  • How to ask the best questions
  • How to take notes effectively
  • How to prepare for post conference discussions and sharing with coworkers and management

Before you attend your next conference take steps to ensure that you are maximizing your learning and meeting your business goals. Empower your mind by learning how to learn at a conference and how to use the best tools to make the experience more enjoyable.
Based upon the latest research in neuroscience and with decades of personal research and experience I have developed a Conference Learning Tool kit for any conference, seminar or webinar.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s