The why-now trigger is the event or moment that turned a long-standing problem into this appointment.
The definition
The why-now trigger is the event or moment that turned a long-standing problem into this appointment. One of the most valuable questions discovery can answer is: why are we sitting here today?
Not why the homeowner needs the project — why they are considering doing something about it NOW. Those are two completely different questions. A homeowner can need a roof for two years and do nothing, hate their windows for five years and live with them — then something happens. They make the call. Find the trigger, and you understand the appointment.
Where it lives: Step 3 — Probing & Layering
Knowing what why-now trigger means is step one. Running it live, at a kitchen table, against a homeowner who pushes back — that's the training. Spar grades you on the system in every round — $29/month. Spar before you knock.