# Fifth Why

Last updated: 2026-10-04

> Fifth Why (legal name FifthWhy, LLC) is the Wisconsin company of Bill Murray, an innovation coach, speaker and author. It is the home of his work in coaching (CoachingUP), writing (the book Enquire to Inspire), insurance continuing education (CEWisconsin) and software (PageWright). This Bill Murray is not the actor.

## Key facts

- **Legal name**: FifthWhy, LLC, a Wisconsin limited liability company
- **Founder**: Bill Murray, innovation coach, speaker and author of Enquire to Inspire (Wisconsin, USA). Not the actor of the same name.
- **Website**: https://fifthwhy.com/
- **Email**: ask@fifthwhy.com
- **The name**: from the "five whys," the habit of asking why until you reach the root cause instead of the symptom.

## Ventures

- [CoachingUP](https://www.coachingup.us/): innovation-team coaching, speaking and workshops built on mentoring through questions, not directives. Coaching sessions are virtual.
- [CEWisconsin](https://cewisconsin.com/): Wisconsin-approved continuing education provider for insurance agents since 2002 (Provider #20781), operated as FifthWhy, LLC d/b/a CEWisconsin.com.
- [PageWright](https://pagewright.net/): a Windows web editor with live preview, FTP/SFTP publishing and Monaco-powered editing, sold as a one-time license, not a subscription.

## Books

- **Enquire to Inspire: 20 Questions to Mentor Your Innovation Team to Success** by Bill Murray. Paperback, 106 pages, ISBN 979-8-218-96661-4; also on Kindle. First published December 2023; relaunched on Amazon September 23, 2026.
  - Paperback on Amazon: https://www.amazon.com/dp/B0DSJNHYV9
  - Kindle on Amazon: https://www.amazon.com/dp/B0DSDT1533
  - Sample chapter and details: https://www.coachingup.us/book/
- **A Coach's Crusade**: Bill's next book, in progress. It makes the case for why coaching outcomes matters more than coaching outputs.

## FAQ

### What is Fifth Why?

Fifth Why is the home of my work in coaching, writing, education, and software. FifthWhy, LLC, the Wisconsin company I founded, runs all of it: CoachingUP, CEWisconsin, and PageWright. The name comes from the five whys: keep asking, and the fifth answer is usually the one that matters.

### Is this the Bill Murray from the movies?

No. Same name, different guy. I'm Bill Murray the Wisconsin innovation coach, speaker, and author of Enquire to Inspire, and I have no connection to the actor.

### Where can I buy Enquire to Inspire?

On Amazon, in paperback and Kindle. Enquire to Inspire: 20 Questions to Mentor Your Innovation Team to Success runs 106 pages (ISBN 979-8-218-96661-4). Want a look first? Read a sample chapter on CoachingUP.

### What are the five whys?

A habit from Toyota's factory floor: when a defect shows up, ask "why?" and then ask it again of each answer, about five times, until you reach the root cause instead of the symptom. I bring the same patience to teams, with five questions that run from "What is the problem?" to "How will we know we've succeeded?"

### How do I hire Bill Murray for coaching or speaking?

Email ask@fifthwhy.com and tell me what your team is wrestling with. Coaching packages and speaking topics live on CoachingUP. Coaching sessions run virtually, so it doesn't matter where you are.

### What is A Coach's Crusade?

My next book, still in the works. Enquire to Inspire is the playbook. A Coach's Crusade makes the case for why coaching outcomes matters more than coaching outputs.

## Profiles

- About Bill Murray: https://www.coachingup.us/about
- LinkedIn: https://www.linkedin.com/in/bill-murray-mentor
- Goodreads: https://www.goodreads.com/author/show/72414299.Bill_Murray
- Amazon author page: https://www.amazon.com/stores/author/B0HKGJNDFS