Asking high quality questions

Welcome to my Notes To Self Series where I share my raw thoughts as they come to me in form of insights, epiphanies or ideas.

Why does everyone get frustrated with marketers and people engaged in growth activities?

Because all things marketing, sales & growth operate on a spectrum and not on binary. We are wired to find answers in binary, Yes or No. Let me explain.

With binary thinking we ask questions like,

  • Will people buy our products? And we expect to get an answer in Yes or No.

While a more helpful way to ask these questions are:

  • To what extent are people likely to buy our products?
  • What kind of customers would be most likely to buy this product v/s who would be least likely?
  • How would a hot lead prospect respond to this ad v/s a cold prospect?

You get the drift. Next time you expect a Yes or No answer, ask yourself, are you asking a binary question?

Is it a problem to be solved or a dilemma to be managed?

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