Willing and Able

Think about the four quadrants. Where do they fit in? Very often that'll explain why people do or not do things.

Asking questions such as: "Are they willing to?" and "Are they able to?" will inevitably lead to questions of "why?" and "why not?"

Those will ultimately lead to issues such as ability, skills, knowledge, information, clout, financial capital, accountability, performance metrics, incentive systems, compensation schemes, will power, roles and responsibilities, competition, choices, disclosure, truth in advertising, loyalty, confidentiality, neediness (on both sides).