Questions change everything: Reframe how you think about your expertise

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As a form of professional introduction, common practice is to recite what you do and have done. For example, ‘I’m an architect,’ or ‘I designed the new addition to the Guggenheim.’ Data points that are helpful but don’t address evolving needs of the here-and-now.

Consider supplementing your self-description with questions you enjoy answering. These may be questions you’ve recently fielded or that are top of mind among your target audience.   

Even if you don’t publicize your questions, compiling a list is a useful exercise because it adds relatability to how you think about your work. It forces you to walk in the shoes of your customers and begs critique of whether or not your answers are valid responses to questions that matter today. It makes you think ahead and not get bogged down in history. (Note this is a technique that’s applicable at the brand, product, or individual level.)  

Here’s an example list for MoreBetterNow, where my target audience is marketing and communication leaders: 

  • How can we convey our brand promise across channels and formats?

  • What is an accurate, data-driven, and easy-to-understand way to communicate our value prop?

  • How can I get a content marketing program off the ground (or turned around) fast?

  • How can I implement a customer evidence program that reinforces our integrated marketing strategy? 

  • Where can we lead the market on customer-first ideas and research? 

  • Where’s the point of tension I need to address in my marketing - and what’s the best way to resolve it?

  • How can I equip my sales and marketing teams with the content they need for each stage of the customer journey?

  • How can I ensure our PR and AR incorporate our core messages?

  • What are the highest-impact metrics in our business model and how can I show colleagues and partners what they mean? 

  • And more…

We’re as original as the questions we ask and are prepared to answer. I’ve found the sooner I can embrace new questions, the more thoroughly I can listen for follow-up questions. And the more resonant my answers will be. 

Shall we begin? 

Back soon.