If marketers asked more beautiful marketing questions would we not create more beautiful marketing answers? What should those questions be? And why do we struggle to ask them? Part one of this two-part blog featured a review of Warren Berger’s excellent book ‘A More Beautiful Question’ where he explores the importance of questioning in innovation, creativity and entrepreneurship. In this second part I’m looking at how this approach can be applied specifically to marketing and the kind of questions that marketing leaders need to encourage to be asked more inside our organisations.
In many marketing and innovation environments there is a big lack of good questioning.
‘Why Don’t Companies Train People To Ask Questions?’ – Warren Berger
This is just one of the many great questions that Berger raises in this wonderful book that should be essential reading to anyone involved in product development, innovation or marketing performance. Linking to the themes from Berger’s main website – it explores the role and power of questioning in business, life – and everything. And just as important he examines why is it we seem too often to have forgotten the power of asking the really important questions – just when we need them more than ever? A More Beautiful Question is subtitled ‘the power of inquiry to spark breakthrough ideas’ – and of course in the vast realm of innovation literature, the role of inquiry and problem solving is a common theme. Curiosity (and some would argue friction and argument, as discussed in my interview with Gordon Torr in 2013) is the foundation of fresh ideas and solution. Continue reading “Book Review – A More Beautiful Question by Warren Berger. Part One.”