Answering a question with a question may be annoying, that’s how the best advisors add value.
It's certainly how marketing professionals define exactly what’s needed to get a marketing strategy in place. Recently, I wrestled with a question around the skills of one of our outsourced providers. I have to say, I was stumped.
I know they’re experts in their field. They stay on top of those surprise changes in Google’s algorithm, they have insights from other industries, and they keep me honest when I come up with an outside-the-box idea.
But, here’s what they aren’t positioned to do: ask unexpected questions.
I do that. It’s super annoying to my favorite partners, but they know that’s where the fun starts. (They’ve even confessed to using my probes as part of their own internal checklists, which makes me super happy…)