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Good questions
The Angle Issue #302

Good questions
I once sat in on a board meeting at a company where Peter Fenton was a board member. I only saw him in action once, but I've thought about it ever since.
The CEO shared an overview of the business, and various VPs presented updates about their functional areas. Over an hour passed, and Fenton just sat there and listened. Then he asked one question. I can't for the life of me remember what it was. But it completely changed the direction of the conversation for the rest of the meeting. We had been layering on cruft for an hour and he cut through all of it in a single sentence.
If I could master anything, it would be asking questions like that.
The best framework I've found for understanding the art and science of asking good questions comes from an unlikely place: a book called Ignorance, by Stuart Firestein, a neuroscientist at Columbia. His argument is counterintuitive. We tend to think ignorance precedes knowledge: you don't know something, so you go learn it. But in science, it's the other way around. Knowledge precedes ignorance. The more you learn, the more precisely you can identify what you don't know. He calls this "knowledgeable ignorance."
That's the best explanation I’ve seen for what Fenton was doing. His question wasn't the product of confusion. And it wasn't a performance, either. It was the result of decades of pattern matching across hundreds of companies, which had given him the ability to identify, very precisely, the one thing we weren't talking about. His ignorance was informed. It was the product of expertise, not the absence of it.
But identifying the gap is only half of it. You also have to construct a question that moves the conversation somewhere useful. I saw this happen recently. A company was presenting stellar month-over-month revenue growth. Everyone was nodding along. The obvious move was to talk about how to accelerate. Then one of the board members asked what sounded like a dumb question: "why are we growing?"
Well, it turned out the VP Sales didn't have a great answer for why certain deals were closing and others weren't. And, indeed, there was reason to think the good numbers might be masking an issue that could show up down the line. None of that was in the board deck, of course. And it only surfaced because someone asked a question so basic it felt almost rude.
That's what a great question does. It reframes the conversation in a way that promotes honest reflection. "Why are we growing?" isn't a “gotcha” question. It’s not a trap. And it isn’t trying to force some confession. It's simply an invitation to think out loud.
The best questions also almost never sound smart. They sound obvious, or naïve, or uncomfortably simple. And that is exactly why most people don't ask them. Instead people monologue, imagining that at least then they'll sound smart. Or they lead the witness, framing things to get the answer they want to hear.
That’s the paradox: the best questions are usually only available to people who know a great deal, and yet they often sound like they came from someone who knows almost nothing.
An hour of decks and updates and performance can take a meeting in circles. Sometimes the most valuable person in the room is the one who says almost nothing, and then asks the question that makes everything else look beside the point.
David Peterson
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