Questions offer the promise of new knowledge. Answers make knowledge finite.
It’s easy to trap yourself with an answer. Answers deliver value… but questions deliver meaning. The person, brand or entity asking the questions is the one in charge because they dictate the possible range of answers. You don’t shape a conversation by providing the words. You shape it by creating the context.
Brands effectively ask questions through their actions, their decisions and their perspectives. Asking can be very powerful and illuminating.
Consumers know that, too, and that is why they reward those brands that continuously inquire.
This article is based on what we’ve learned from a great agency Altdoo and many workshops we guided with The Argonauts.