Better Questions
How can we make the consequence confront the behaviour?
Give the outcome a way to answer back.
How can we unlock a benefit the audience already has?
Find the value hiding inside the system.
What else might people use to get our product’s benefit
Find the workaround hiding inside the benefit.
Who could prove our point more convincingly than we ever could?
Find a witness people have reason to believe.
What benchmark could make our advantage impossible to miss?
Change the measure. Change who wins.
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