The Power of "Why?"

How as a brand you can learn from the Autistic need for clarity, communication and understanding When I was young, I asked “why?” a lot.

Not to be difficult. Not to be defiant. Just… because I genuinely didn’t understand why we did things the way we did. Why the teacher said something in one way but meant another. Why it mattered that I wore the right colour socks for PE. Why people said “I’m fine” when they weren’t.

In fact, I still do, a lot. It turns out that wasn’t just childhood curiosity. That need for clarity has stuck with me throughout my life — and was one of the many pieces that clicked into place when I was diagnosed with AuDHD in my forties.

Asking “why?” — needing clear reasoning, logical structure, or transparent intention — isn’t about challenging authority. For many Autistic people, it’s about safety. It’s about navigating a world full of grey areas, unwritten rules and constantly shifting social expectations.

But here’s the thing: that need for clarity is powerful. It’s not just helpful for Autistic brains. It’s helpful for everyone.

Clarity is not a weakness

We live in a world that often prizes ambiguity. “Reading between the lines”, “just getting it”, “picking up on the vibe” — these things are held up as social skills. But for many of us, that grey space is not where we thrive. It’s where misunderstandings, overwhelm, and burnout start to build.

When someone says what they mean, or when a team leader explains not just what we’re doing but why — that’s where you start to build trust. That’s where innovation and collaboration can happen without friction. That’s where we can move from “performing” understanding to actually achieving it.

What the workplace can learn from “why?”

In a professional setting, I’ve found that asking “why?” often cuts through a lot of surface-level noise. It reveals priorities, exposes assumptions, and — most usefully — shows when something is being done simply because it’s how it’s always been done.

Whenever I’m writing a spec or a creative brief, I always start with why. That’s not a stylistic choice — it’s strategic. If people can understand the purpose from the very beginning, they’re far more likely to come on the journey with you. Especially when you’re asking for emotional investment, creative thinking, or a change in behaviour. Starting with “why” creates a shared anchor. And that clarity doesn’t just benefit people like me — it supports everyone in doing their best work.

Here are a few things the workplace (and the world) can learn from the Autistic approach to clarity:

• Be explicit: Don’t assume shared understanding. Say what you mean. Write things down. Clarify expectations, not just outcomes.
• Explain the reasoning: Sharing why something is happening helps people engage more deeply and reduces anxiety. It empowers people to make better decisions.
• Invite questions: Create a culture where “I don’t understand” is not a failure, but a step towards shared knowledge.
• Drop the jargon: Plain language helps everyone. Clarity is not dumbing down — it’s smartening up communication.

Respect processing differences: Some people (me included) need to hear something a few times, or in a different format, or need a beat to process what was said. Give space for that.

A personal note on “why?”

For me, asking “why?” is often less about logic, and more about understanding my place in things. The world can feel confusing and overwhelming — full of unpredictable variables. If I can anchor myself to a clear reason, or a shared goal, I feel more able to contribute meaningfully.

And if I don’t get an answer to “why?” — I often disengage. Not out of spite, but because my brain can’t grasp the purpose. There’s no handhold for me to hold onto. It becomes a blurry mess of obligation with no end goal.

Why Brand Strategy Starts With “Why” The same principle applies to building a brand. Too many businesses start with what they sell, or how they deliver it, and then wonder why their message doesn’t land. Without starting from why, a brand ends up chasing tactics, trends, and noise — instead of creating meaning.

A clear brand strategy is about pausing and asking the right questions:

• Why do we exist beyond profit?
• Why should anyone care?
• Why would someone choose us, not the dozen others offering the same thing?

That clarity sets the tone for everything else. It shapes your story, your design, your campaigns, your culture. Just like for me, where starting with “why” keeps the chaos in check, for brands it’s the anchor that keeps every decision connected to a purpose.

Because if you don’t know your why, your customers won’t either.