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Updated 28 Sep 2020

The million rand question that can resolve your company woes

Use 20 minutes of catalytic questioning to resolve your company’s issues.

Stephanie Vozza, Entrepreneur, 15 November 2014  Share  0 comments  Print

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Every great innovative entrepreneur – from Jeff Bezos to Steve Jobs – has been good at one thing: Asking questions. What if? Why? Why not?

The seed for every innovation comes from a question no one had been willing to ask, says Hal Gregersen, a professor of innovation at the global business graduate school INSEAD.

“My class became stuck on an issue, so as a random challenge, I asked them to come up with nothing but questions,” he says. “The idea was to generate as many questions as possible without trying to find answers. And we discovered that there was power in finding the questions.”

Gregersen, author of The Innovator’s DNA: Mastering the Five Skills of Disruptive Innovators, found that asking questions could prompt you down a different path.

Since then, he’s used the process – which he calls catalytic questioning – to help hundreds of entrepreneurs and executives find new perspectives.

5 Steps to catalytic questioning:

An alternative to traditional brainstorming, here’s how you can use catalytic questioning in your business:

1. Gather employees around a writing surface.

Teams should assign one person to be the scribe, writing down questions. If your team is virtual, use a shared Google Doc. Just make sure you’re all on one document.

2. Choose the right problem.

For catalytic questioning to work, it’s vital to select the correct issue to solve. The team should be invested on an emotional level, tapping into their hopes, dreams or vision.

It should also have an intellectual component, a vexing or complex problem with no obvious decent solution.

The reason each team member cares doesn’t have to be the same: “The group might tackle the issue not because they care about the issue, but the person the issue affects,” he says.

3. Engage in pure question talk.

Have the group start asking questions in a rapid-style fashion around the challenge. The questions should be about why the problem exists, what is causing it, or what is unknown about potential solutions.

Most of us have a habit to give a preamble to a question. Don’t explain why, just ask the question. Leaders are prone to giving quick answers to questions. For now, set answers aside. Set a target of 50 to 75 questions and get as many as possible. The process takes about 20 minutes.

4. Identify the ‘catalytic’ questions.

From the list of questions, identify the three or four that will disrupt the status quo if answered. These are often surprising or honest questions that evoke a deep level of emotion.

There can be a gut-check test. Often, catalytic questions are the ones we don’t know that we don’t know, and companies get disrupted because they’re not aware of these questions.

5. Find a solution.

Once you’ve identified the questions that need to be answered, get out of the office and find solutions. Not getting out of the office might create clever questions, but they don’t deliver valuable solutions.

Try observing and getting new data on the issue, networking with others for a new perspective, or experimenting with something new to potentially answer a question.

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About the author

Stephanie Vozza, Entrepreneur

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