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From the book "You are Solving the Wrong Problem"

Chapter 3: Asking Questions

A brain-teaser is a puzzle or riddle designed to make you think creatively. They require you to look beyond obvious solutions. The challenge is to approach the problem from a different perspective in order to uncover hidden details. The mechanism by which you accomplish this is asking questions. You can ask questions of yourself, converse with other people, or you can talk with an AI chatbot.

Brain-teasers come in various forms, including word problems, mathematical puzzles, and visual challenges. Consider this one as an example:

Two U.S. coins add up to 30 cents. If one of them is not a nickel, what are the two coins?

Many people begin by considering the various combinations of coins that add up to 30 cents. They quickly realize that there is no other combination besides a quarter and a nickel. So, what is the answer to this riddle?

Most people assume that from reading the question, neither coin can be a nickel. However, the problem does not state this. It simply states that one of the coins is not a nickel. Specifically, a quarter is not a nickel.

This can be seen as a clever play on words or a logic puzzle. It requires you to take a different perspective. Often times, people skim over content and make assumptions. Brain-teasers exploit this tendency.

To deeply understand a problem, you must ask questions relentlessly.

After struggling with a puzzle like this one and then looking in the back of the book for the answer, we may shake our heads. Why didn't I think of that? Asking questions is one way to avoid this frustration. Did you understand what the puzzle was asking?

It takes discipline to retrain your brain and approach situations as if you were encountering them for the first time. You want to examine things as if you just came down from Mars. Train yourself to thoroughly consider all aspects of the issue.

When you ask questions and encounter new information, it might be surprising. Why wasn't this shared with me earlier? This question is often met with the response, "Well, you didn't ask." Keep asking questions persistently until you have a deep understanding of the topic or know enough to form a solution.

Ask questions like a detective

When examining all aspects of the problem, adopt an investigator's mindset. Train yourself to think like one, as detectives are skilled in asking questions to gather crucial information. Seek not only surface-level information but also delve into the details involved. Remain observant and inquisitive, persistently asking questions until you reach the necessary level of detail. Be an active listener throughout the process.

Your task is to construct a comprehensive understanding by piecing together all the different elements. Detectives embrace a holistic approach, considering each fragment of evidence. Consider how you would explain the topic to someone else. By doing so, you can identify areas that no longer make sense. Follow up in those areas to seek further clarity and understanding.

Case study: It's a soapy mess

In the late 1980s, the soap industry underwent a transformative shift in consumer preferences. The market slowly moved away from traditional bar soaps for personal hygiene. This evolution was driven by several factors that made them less appealing to modern consumers. On a widespread basis, consumers adopted shower gels and liquid soaps. Take yourself back in time before shower gels and liquid soaps were as popular as they are today. What questions could you have asked to expose this need and opportunity in the marketplace?

The first question was the most fundamental. What are the primary concerns with bar soaps? It turned out that the biggest concern was hygiene itself. Bar soaps, when left exposed in humid environments like bathrooms, were prone to harboring bacteria and other contaminants. As consumers became increasingly conscious of the importance of cleanliness, the perceived drawbacks of shared bar soaps became a significant deterrent. By asking questions and collecting data, a large market segment was created.

One of the most important areas to question is how consumers use the product. Do they like to use bar soaps? For example, what do you like about them, and what don't you like? The convenience and ease of use associated with liquid soaps certainly played a pivotal role in the transition. Liquid soaps, dispensed through pump mechanisms, eliminated the messiness often associated with bar soaps and provided a more controlled and hygienic application.

The shift to liquid soaps aligned with changing lifestyle trends. Consumers were seeking efficiency and multifunctionality in their personal care products. The soap industry's pivot to shower gels and liquid soaps reflected evolving consumer expectations. Liquid soap formulations could be enriched with various moisturizers, fragrances, and specialized ingredients tailored to specific skin types. This adaptability enhanced the overall customer experience and also allowed manufacturers to differentiate their products. Business leaders are always asking how can they provide more benefit and convenience to the customer. Some products were combined with shampoo, creating a 2-in-1 or multifunctional product, that can be used for both hair and body. Scents were added to the soap, and it was offered in different colors. The formulation of liquid soaps offered advantages in terms of customization and innovation.

What areas in your life or business should be examined further? Where should you be asking questions?

Explain it to me like I'm a fifth-grader

If you can't explain it simply, you don't understand it well enough. - Albert Einstein

We ask questions so that we can understand. We understand so that we can reframe the problem. Writing down the problem in your own words is an effective technique you can use to reframe it. It is important to be able to articulate the problem clearly. If you can't define the problem, it will be very hard to solve it. If you can't explain it clearly, it likely means that you don't fully comprehend it.

Amazon gained notoriety for prohibiting the use of PowerPoint during design meetings. The utilization of bullet points can sometimes lead to a lack of specific details, allowing the presenter to be vague in their explanation. Instead, Amazon employs a method known as the "6-pager" to convey proposed solutions. When you document your approach in written form, it compels you to thoroughly analyze the entire problem. The process requires you to go into the specifics and articulate your thought process. It should be clear to the reader what the solution is, and why it is better than the alternatives.

Reframing the problem

When you reframe a problem, you redefine it in a way that is advantageous to you.

This almost sounds like cheating, doesn't it? It's not, if you do it right. The advantage gained can benefit your customers either directly or indirectly. A problem reframed in terms of a user leads to the introduction of new features or a completely new product line. This is a direct benefit, and it also enables you to offer a more compelling value proposition. You can provide something unique that your competitors do not offer.

On the other hand, the advantage could be internal to your organization and offer indirect benefits to customers. For example, a problem reframed in terms of internal operating efficiency can lead to reduced costs and more competitive pricing. A reframed problem could even transform an intractable solution into a feasible one.

All of this happens by asking questions. Reframing the problem entails dissecting the symptoms and asking questions of each one. When solving a problem, you can start with the following steps:

• Identifying the symptoms and understanding why they occur. Ask questions relentlessly.
• Look for patterns and gather as much data as possible.
• Determine if there are underlying issues that trigger these symptoms, as those are the aspects you actually want to address and resolve. Differentiating between symptoms and root causes is crucial.

"Invert the problem" is another mental model you can use for this. By flipping the problem upside-down, you first consider the requirements and constraints of the solution space. Work backward from the end goal and evaluate the customer experience. Put yourself in their shoes and view the process from their perspective. This technique, coupled with an unwavering customer focus, contributed to Amazon's tremendous success. Adopting the mindset of a consumer enables you to see things differently and avoid makings assumptions that may not be true.

Is there such a thing as a dumb question?

The right question to ask may appear seemingly simple or even "dumb" at first. Consider a scenario where you are trying to optimize a given business process. Someone might say that it takes a long time to input relevant data into the system. The question "Why does it take a long time?" may sound like a basic inquiry. However, there are any number of reasons this could be the case. It could be due to the volume of data, the speed of the person entering it, or the difficulty in deciphering handwritten notes. By posing this question, you are inviting the subject-matter expert to elaborate on their experience and provide insights.

It is generally discouraged to label questions as "dumb" since all questions play a crucial role in learning and understanding. What may seem obvious to one person could be entirely unfamiliar or perplexing to another.

As you acquire more information, you can adjust your focus and line of questioning accordingly. Prioritize the areas you want to delve deeper into, listing all possible areas and determining where to direct your attention next. Once you have grasped the current process, you can address higher-level questions such as whether all the data is truly necessary or if there is an electronic source from which it can be obtained. You can explore the possibility of automating parts of the process or the entire thing.

How to ask questions effectively

Whether you are interacting with an AI chatbot or a human, it is important to determine appropriate questions and frame them effectively. Several fundamental guidelines apply to both scenarios, which may come as a surprise.

Don't lead the witness. It is tempting to embed a partial answer within a question, sometimes without even realizing it. We may carry preconceived notions or assumptions before even asking which can hinder unbiased communication. There is also a risk of treating a question as a mere formality to confirm our existing knowledge, only to discover completely new information. Confirmation bias can cause us to disregard evidence that contradicts our beliefs.

An example of this bias is reflected in the question, "It seems like many team members don't like the recent changes in the project management approach, do they?" This question implicitly assumes a negative response and subtly influences the interviewee to agree with the statement. A more neutral and unbiased approach would be to ask, "How have team members responded to the recent changes in the project management approach?" This allows the interviewee to freely express their opinions without being influenced by framing of the question.

It is important to note that even AI chatbots can be influenced by the way questions are posed. In fact, they may generate responses based on the suggestions or biases embedded within the question, potentially resulting in inaccurate or misleading information. Therefore, it is crucial to approach questioning with objectivity and impartiality, especially when interacting with AI chatbots.

Ask open-ended questions. A rephrased question is neutral and open-ended. "How have team members responded?" is not a simple yes/no question. It invites the person to explain and provide relevant background information.

Double-click for more details. If you encounter a response that you don't fully understand, ask follow-up questions to gain clarity. Inquire further with "Why do you say that?" or "What is the reason behind that?" Remember, it is essential to grasp the problem thoroughly and be able to explain it accurately. Furthermore, it is beneficial to be able to communicate the explanation using simple and accessible language. This enables effective and clear communication with others.

Listen more than you talk. When conducting an interview, acknowledge that the interviewee is an expert in their own experiences. They possess insight that can lead to valuable data. Create an environment where they feel comfortable, and have ample space to express themselves. While it may be necessary to provide some directional guidance to steer the conversation, limit interruptions as much as possible. Allowing the interviewee to speak uninterrupted not only encourages open and detailed responses but also demonstrates respect for their expertise and perspective. Their uninterrupted input can yield valuable information and enhance the quality of the overall interview.

How to steer a conversation

Tom Pohlmann and Neethi Mary Thomas from Mu Sigma discuss the different types of questions you can use. Questions seek to either confirm what you know or expand your knowledge. The first category contains Clarifying questions. Usually, these have a narrow focus. You are verifying what people told you. This helps prevent you from going down a rabbit hole.

A related category is Funneling questions. These seek to dig deeper, understand how a person came up with their answer, or question any assumptions that were made. These questions help you learn the fundamental drivers behind the problem. Representative questions include, "What methodology was used in the analysis?", or "What led to the omission of this step?" They may be hypothetical questions. For example, "Is it feasible to narrow down this analysis to a specific brand?", or "What would happen if the opposite was true?"

Other types of questions serve to expand your knowledge. An Adjoining question examines related areas that you might not have discussed. You might ask about a related use case or problem. You seek to apply what you learned in a larger context.

An Elevating question looks at the big picture. These questions consider larger issues. They invite people to ignore the details for a moment and zoom out. You might ask about related trends. These questions help determine whether you are solving the right problem.

In each case, determine the type of answer you want. It may be a simple factual answer. Knowledge-based questions cut to the chase by seeking factual information. The focus is on concrete details. Alternatively, you may be interested in the person's behavior. Behavioral questions delve into the experiences and actions of people. They provide insights into past behaviors that can inform future decisions.

You may be asking for the person's opinion. Why do they think this is a problem? What do they think causes it? Opinion-based questions explore the motivations and goals of stakeholders. Remember that emotions can come into play. Emotions can drive decision-making at times, whether we like it or not.

When you interview someone, consider your objectives. Align your questions against those objectives. Determine what type of questions to ask.

In addition to the problem-solving techniques, consider who you choose to interview or involve in the process. Sometimes, individuals who are deeply immersed in the details of a problem may struggle to see the bigger picture. However, they might also possess valuable insights and innovative ideas for improvement.

By diversifying the pool of interviewees or collaborators, you can gather different perspectives and enhance the chances of finding effective solutions. This broader approach allows for a more comprehensive understanding of the problem and increases the likelihood of identifying unique and impactful ideas for improvement. So, while it's essential to include those with deep domain knowledge, it is also beneficial to involve individuals who can contribute a broader perspective and potentially offer valuable suggestions.

Talk to people who understand the basics of the situation, but are not deeply entrenched in it.

This group of people knows enough about the problem to speak intelligently, and they are not as biased by the current state of affairs.

Record Shop Revival

Imagine you are a consultant hired by the owner of "Vinyl Haven," a beloved, old-school record shop specializing in vinyl records, cassette tapes, and vintage audio equipment. The shop is a nostalgia haven for music enthusiasts. However, it has seen a sharp decline in sales and foot traffic. The owner is concerned about the future of the store. The initial problem seems to be the changing way people consume music in this digital age, but the owner refuses to give up. She has a passion for vintage music.

Online shopping has taken over large portions of the retail market. By some measures, online stores are set to overtake brick-and-mortar stores in the year 2024. It is tempting to simply rely on intuition and stop there. However, this can lead to blind spots in our analysis.

Some traditional retail segments continue to do quite well. Home Depot is one of the most valuable companies in the U.S. If you need a new drill or some bags of mulch, you likely find yourself at the local Home Depot. Likewise, Ulta Beauty continues to perform very well in its retail market.

Is Vinyl Haven in one of these solid retail segments? Is there an issue with this particular store, or are the declining sales a symptom of the widespread digital trend?

What questions can you ask to help solve Vinyl Haven's business problem? Consider who you would ask and what questions to use. The answers for all exercises are found in the last chapter of this book.

• What questions would you ask to identify the symptoms?
• What clarifying or funneling questions might you need to ask?
• What adjoining or elevating questions would be beneficial?

Here are some questions to get you started thinking about what you would need to ask. The line of questioning would vary based on the answers that you received.

What questions would you ask to identify the symptoms?

• What feedback have you received from customers, both before and after the decline began?
• What data do you have available on foot traffic? What sales data do you have? What are the patterns regarding days of the week and seasonal activity throughout the year?
• What metrics do you have on repeat customers? On new customers?
• What is the average amount spent by customers both before and after the decline began?

What clarifying questions might you need to ask?

• Questions regarding any answers from above that you don't clearly understand.
• What has changed about your business operations or strategy? Is there any correlation with recent activity?

What funneling questions would be useful?

• What did the record shop look like when it was thriving?
• What are the most important factors to your store's success?
• Envision the store busy with happy customers and vibrant music events. What does that look like? How is it different from the way things are now?
• How does customer activity vary when there are planned events? What size of crowds do different types of events draw? Does event attendance correlate to sales?
• What is the effect of running ads or promotions?
• What type of retail locations work best? Proximity to public transportation, availability of parking, in a strip mall vs. stand-alone stores, etc.

What adjoining questions would be relevant?

• What have retail stores in the same or similar locations experienced? Is there evidence of an overall trend, or is this localized?
• What related trends have you observed in the music industry as a whole?
• How would similar events and activities translate to your digital presence? For example, would an online concert or event be as beneficial as an in-person event, or is a physical presence an essential part of the store's brand?

What elevating questions would be beneficial?

• What would a thriving record shop look like once again?
• How could your record shop be transformed from what it is today into that vision?

When you begin problem-solving, you are trying to gather the facts and understand the situation. Your questions are typically who, what, where, and how questions. Once you have a basic understanding, you can then enter a different level of questioning. There is one question that stands above all the others.

It is a single word.

Why.

5 star reviews on Amazon

"Provides concrete techniques and tools"

"What's truly fascinating is how accessible these new approaches are"