Asking better questions can help you align Sales, Marketing, and Thought Leadership silos to resolve customer pain points. Develop more effective sales strategies and write stronger case studies, RFP responses, op-eds, speeches, and website content. And if you're too busy to do it yourself, I can help. Original thoughts, plus I subscribe to 80+ newsletters and Google Alerts, so you don’t have to. Consider bookmarking the issue so you can come back to the links if you're too busy to read them in one sitting.

STARTING LINE

I've been recording and transcribing my interviews with a biomedical research institute client to help me better understand what they're saying and pick up on responses I might not have captured if I was feverishly taking notes. I've also been doing this when leading Zoom meetings with some other clients.

This helps me see how I can improve how I ask questions. It started by reading the transcripts and seeing how wordy I can be. I took a look at some of the recordings and saw the interviewee nodding early in the question because they knew what my question was. Transcribing really doesn't cost much and helps with personal development.

I'll admit I've said "shut up already" to myself. Perhaps it's nervousness or insecurity about my understanding of the subject, even when I've prepared well or provided questions to the client in advance. Preparation is important because it tells the other person you're ready and that this isn't your first rodeo, even if it is. It also lets you go off-script because you're listening to the answers.

When I present, I put the words "SLOW DOWN" at the top of each page. As a reminder, I write "KEEP THEM SHORT" at the top of my list of questions. This works whether it's a 1:1 interview or a Zoom team call.

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At the recent Content Marketing World in D.C., someone asked Ann Handley, How do I make ChatGPT’s output sound like it didn’t come from ChatGPT? Her answer -- which attendees "helped" her with, was "Hire a Writer." I've provided a link to a terrific LinkedIn post by Jay Acunzo with his perspective on the discussion, but I will say I'm wondering whether we've mainstreamed generative AI by overpublishing cheat codes on LinkedIn from so-called experts and by devoting huge chunks of prestigious conferences to AI, possibly to the detriment of improving the writing, research, and prospecting skills of creators.

PUBLIC PHILOSOPHER TOM MORRIS ANSWERS 8 QUESTIONS

If you've ever heard Tom Morris speak -- or read one of his 30+ books -- you know he gets his audience to reflect on their deepest values; improve their performance and leadership skills; and drive change both professionally and personally. His books and posts -- many of which build on his "7 Cs of Success" -- tie the wisdom of Yoda, Gandalf, Socrates, Dumbledore, and assorted superheroes to real-life thinkers like Steve Jobs, General Motors, and General Electric, and some of the world's most-winning athletic coaches. He's in the midst of completing a 25th-anniversary update of his book, The Art of Achievement. You can reach him by email here or on LinkedIn, where he posts on a daily basis. Tom stepped into the batter's box (we're in the MLB playoffs so...) to answer our questions.

• What’s your go-to question or strategy to uncover a customer pain point or get them to open up? “What’s the one worry that keeps you up at night, or that dogs you during the day?”
• What’s the question you wish more people would ask themselves? “Am I ever getting in my own way? And by this I mean: Am I allowing unresolved issues in my own personal, emotional, or psychological life to hinder my relationships at work or my progress in that work?”
• Who or what is inspiring you right now, and why? Thomas Paine could often be a pain, but he wrote a little manifesto in early 1776, a very small book called “Common Sense” that made a huge difference in people’s attitudes toward making a break with England rather than reconciling. In our own time of national political dysfunction, it reminds us that one person can make a difference. Months later, as a result of his book’s impact, we got The Declaration of Independence and the movement toward our own national existence. I’m hoping that my own recent little book “The Everyday Patriot: How to be a Great American Now,” will help redirect my fellow Americans to our founding values, and beyond our current squabbles to need a return to common sense in our time.
• What’s the best question you’ve ever asked someone (professional environment) and what did you learn from the answer? “How much and how often do you communicate corporate vision and values, along with current overarching goals, to all associates?” After repeatedly asking that question, I came to realize we typically expect too much, given that we communicate far too little, in most current business contexts.
• What was the last book that blew you away, and why? Walter Isaacson’s new book on Elon Musk. Elon has risen from a deeply damaging and troubled background to be a catalyst of major accomplishment by relentlessly asking questions, like “Why is this done this way?” and “Why do we have to continue to do it?” And “Can we make changes to eliminate parts or processes that everyone else takes for granted?” I was blown away by how effective a Socratic questioning of assumptions can be and by the fact that Elon has never applied the same questioning to his personality and interpersonal dysfunctions, just like Isaacson’s previous biographical subject, Steve Jobs. Having written my own book on the powerful leadership philosophy Steve developed (“Socrates in Silicon Valley”) I’ve been puzzled to see two great innovators have made the same mistakes that have cost them dearly.
• When you feel overwhelmed, get distracted, or lose your focus, how do you get back on track? I let go of whatever is bothering me. I release it. I meditate, play a guitar, walk, or play with my dogs or cats. I read a good book such as Gilgamesh, The Iliad, or Beowulf, and suddenly, what was bothering me seems much smaller. Often, I’ll use a powerful image in my own little book “The Oasis Within,” and realize I’ve been viewing some problem through a telescope, blowing it up to be bigger than it is, and I tell myself “Turn the telescope around.” And my emotions calm down.
• Do you have a “favorite” failure and what did you learn from it? I once hired a lawyer to oversee my speaking and writing career without fully vetting him, going on one prominent man’s enthusiastic testimony, and his own impressive-sounding Hollywood background. I ended up learning something about impressive-sounding Hollywood backgrounds and the duplicity that often can hide behind them. The failure of the hire ended up teaching me a lesson to the tune of a substantial six-figure cost, from the legal fees incurred with other and more honest lawyers to help me end the association. It was an expensive and extensive education in many things, from the importance of due diligence to the entertainment industry's culture to the need to be skeptical when you get nothing but praise from a person who wants something from you.
• What’s the best piece of advice you’ve ever gotten? Life is supposed to be a series of adventures. The ones you’ve been on and the one you’re on now have prepared you for the next one in ways you often can’t even imagine. My father taught me that explicitly, in those words, as well as by living its meaning.

GREAT QUESTIONS, GREAT ANSWERS

1. ​What is The Brand Called You? Chris Brogan's recent newsletter recalls a 1997 Fast Company article by the great Tom Peters about branding oneself. Chris's post isn't available online, but I'd be happy to forward it to you (just hit Reply to the newsletter). Chris's weekly newsletter is great, and you can subscribe here.
2. What is your About page missing? Michael Brenner outlines the 5 must-haves for a Perfect About Us page. This is valuable for those of you who may need to refresh your personal or business webpage or to provide suggestions to your marketers on quick fixes
3. How can I improve my search rankings? Michael Brenner again, offering up 15 SEO tips to help people find you or your company. Great for personal use or for sounding smart in a meeting with the social-media team. I will be sharing more of these in future issues, but Michael is one of the OGs in this field.
4. How can I get more out of Customer interviews? Joel Klettke offers three types of questions if you're interviewing Customers for case studies or to get their authentic voice into your copy. And yes, I'm capitalizing the C in Customers in remembrance of a former employer reminding the people of the company who was responsible for their paychecks.
5. What are marketers NOT doing? Marcus Sheridan with a 2:24 video on LinkedIn talking about three things you could be doing online to build customer and prospect trust.
6. ​Are there ways my brand can go horribly wrong? Sally Hogshead writes about ways your brand can work against you. Check out her five questions for assessing how you can turn your brand (she's writing about personal brands, but the questions work for corporate brands too)

A DOCUMENTARY WORTH WATCHING

Available on a number of streaming platforms, In Search of Greatness (2018) explores the role of creativity in the careers of the world's greatest athletes. It features original interviews with legendary athletes Wayne Gretzky, Jerry Rice, and Pele, and spotlights Tom Brady, Serena Williams, Michael Jordan, Muhammad Ali, Rocky Marciana, the Beatles, David Bowie, and Jimi Hendrix. The documentary also features interviews with authors and creativity experts Sir Ken Robinson and journalist David Epstein. This is so good I spent an extra 30 minutes on my stationary bike watching it.

GREAT ADVICE ON DEALING WITH CHURN

​From Brooklin Nash on LinkedIn: When (not if) a client churns, ask yourself two questions:

1. Could’ve I done anything differently in the relationship to keep the business?
2. Should I change anything in my offer to address the needs that weren’t met?

If the (honest) answer to both questions is “no”—move right along. Shit happens, but growth does, too.

TWEETS THAT ACTUALLY RULE

From Dan Rockwell: Invest 10 minutes a day asking yourself these questions:

1. What's working?
2. What's not working?
3. What are my frustrations?
4. What am I learning?
5. What could I try that I haven't tried yet?
6. What's giving me energy?
7. What's draining my energy?

HOW CAN I HELP?

Reporters left behind as newsrooms contract are often overwhelmed and flooded with press releases on new hires and product releases and breathless story pitches on why Company X is so wonderful. You could help them instead by offering your executives or yourself as an expert on a topic that meets their needs for an in-depth piece. I've seen a jump in clients interested in a Media Bio that provides story topics where they can be an independent third source, a bio, examples of print and video interviews they've done, and contact information. Could you create one of these yourself? Sure. But do you have time and a template? If not, just hit Reply to this email.

I've been part of Josh Spector's Skills Sessions for the past year. Josh puts out incredible content, buthis hour-long webinars every other month are worth every penny ($50 for each one unless you subscribe for a full year). Here are three of my favorites (each is an affiliate link):

• ​The Niche Definer. Clarify who you want to serve and how you want to serve them.
• ​The Client Generator. A simple system to attract and convert your ideal clients.
• ​The Relationship Builder. A system to find and connect with 50 people who can speed up your audience or business growth.

I welcome your comments on the newsletter or insight into the type of links you'd like to see. Drop me a note here. if you clicked on this on LinkedIn or had it forwarded, you can subscribe by clicking the button below.

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