Questions like “How was your day?” and “What are you trying to create?” are certainly directed at you. The answers expected are yours. Not the person’s across the table and definitely not your enemy’s. Yours.
But not all questions asked are made for your answer.
Questions like:
- Why does your business matter?
- What are the words, images and emotions that come to mind when people think about you?
- What is the best user experience here?
- What’s the perceived need of your target market?
- Why would a customer ever return?
The real answers to these questions don’t care what you think they are because they’re not about you; they’re about someone else, which means that your response is less about facts and what you think. Rather, the answers are someone else’s, shared through you. And to get those answers requires copious amounts of empathy.
You’ll run into confusion in answers like this anytime a brand is talked about. There’s the message the brand wants people to believe and there’s the message the target already believes about the brand. Who is right?
Stay Positive & If You Don’t Know Their Answer, Ask Them
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