From the author: Light reflection on a simple topic. I had an appointment with a representative of a company that distributes products through network marketing. In the struggle between the desire to leave and curiosity, curiosity won. At the same time, I had a small emotional barricade built. The conversation began with the question of whether I was satisfied with my income. I think you can accurately predict the answer: “You always want more!” My interlocutor was satisfied and inspired by this answer. After which they told me for 30 minutes how to make money in this company. I was bored for 30 minutes, trying to find out what exactly to use and what to sell. As a result, I left the meeting without the slightest interest. Analyzing the meeting, I thought that the mistake of the company employee was that he talked about WHAT I need to do to earn money, but did not interest me in the company’s product, i.e. did not answer the question WHY. WHY should I use the product. WHY should I tell my friends about it. The question “why”, in my opinion, is key for the buyer, but sellers often ignore it. There are cases when salespeople are confident that they are explaining to the client “why” a product is needed, but in fact they are talking about WHAT the product does. Unfortunately, the client is not interested in our product or service. And we don’t always need to remember the question “Why” and identify the “WHAT” question, which masquerades as the first.