You’ve probably heard it many times - the question is more important than the answer. But when I said this to an executive the other day, he looked at me with a blank stare.
He told me about his son who works at a satellite office of a national organization who’s headquarters is in Tampa, FL. His son is unable to access the company’s important data files due to the recent hurricane-related damage, and unable to do his job.
Apparently leaders at his company didn’t ask the right questions, such as: What does continuity mean to us? Is continuity important? Asking such questions might’ve produced an entirely different outcome at this company.
When we act first without asking the right questions beforehand, we risk three serious consequences:
- Inadequate solutions. Questions naturally require and spark thinking at deeper levels than just statements. For example, if I instructed you to develop a back-up plan for the business, even if you’re technically proficient, you only see through your own eyes and your perspective is limited. It’s based only on your interpretation. When we start first with questions that must be answered before we begin, we become open to possibilities we might not have thought about. We see with different eyes and our perspective becomes more valuable.
- Inferior personal commitment. Because questions are naturally engaging, and answers require people to reach within themselves for answers, people tend to become not only more engaged and committed, but also more creative. For example, if you ask a question that hasn’t been previously asked, you’ll probably take greater ownership in what results and become more committed to understanding the possibilities.
- Closed-mindedness. Questioning is a tool that opens our minds. When we’re asked a question, we think things through rather than just act. We move beyond our initial instincts. Plus, one of the more beneficial outcomes of a question is more and better questions.
Not sure this is real. Give it a try. Consider a problem you’re now having and ask yourself “why” five times. For example, suppose sales are down and your business needs to generate more revenue, but you feel you’re being constantly squeezed by competitors who offer lower prices.
First, make a statement you believe is true. For example: Our customers demand low prices. Now ask “why” five times:
#1 Why do our customers demand low prices?
....Because our customers could buy from other companies.
#2 Why can they buy from other companies?
....Because other companies sell similar products.
#3 Why do other companies sell similar products?
....Because we don’t offer anything different from our competitors.
#4 Why don’t we offer anything different?
....Because we don’t spend time or money differentiating ourselves.
#5 Why haven’t we differentiated ourselves?
....Because we’ve never given it much attention.
Based on this realization, your solution to increased sales might be the answer to: what is it about our products/services that is or could be different/better? Or, what do we do so well everyone should know? Or, what do our customers really like about us that others don’t provide? Or, what might our customers want more than just low price?
No one ever has all the answers and it’s never reasonable to expect people to know everything. Therefore, every organization must be continually open to asking questions - even when nothing is wrong. Get in the habit of asking questions that require people to reach within to find answers. Always begin every project, every assignment, with questions, especially when you think you know the answer. You will reap big rewards.
