What’s The Idea? readers know my brand planning framework revolves around the mining of proof. Proof of actions, deeds and results. But how does one mine for proof? Google might use the algo. Me? I ask questions. Done well, questions are the lubricant that bring forth critical values.
I’d be fibbing if I told you the battery of questions I use is unique to each investigation. That said I’m constantly adding, subtracting and thinking of question to help in discovery. Following are two new questions worth sharing.
What about this product or service heroic? Heroes are what make great books and movies. It’s what kids aspire to. Saviors of the neighborhood. Heroes are what make countries, religions and cultures great. Heroes are passed down generationally. This question requires thought and may take some prodding. Best to ask it early in the interview so it can be thought about if not readily answerable.
What about this product or service will stand the test of evolution? Students of natural selection understand the scientific order that culls out bad traits and preserves good. Genes that improve an organism will, over time, outlast the destructive ones. This question is meant to find brand strengths through a new lens. A scientific lens.
I can’t wait to pop these questions. Always be learning. And evolving.