BUY
Question 4: Why was the product more difficult to use than we realized and confused our customers? We assumed our customers held the same understanding and expertise of the product as our engineers.
Question 5: Why did we assume our customers held the same understanding and expertise of the product as our engineers? Because we didn’ t test our product with market research as thoroughly as we should have, nor did we truly listen to the needs of our customers.
Bingo.
This can also be a valuable exercise in our everyday lives. I’ ve engaged in this exercise various times— and it works. It’ s amazing what happens when you drill down to the real issue or problem. When you need to get to the root of a difficult issue, just ask why five times.
BUY
NOW
Adapted from The Art of Asking Better Questions by J. R. Briggs © 2025 by J. R. Briggs. Used by permission of InterVarsity Press. www. ivpress. com
J. R. Briggs( DMin, Missio Seminary) is the founder of Kairos Partnerships, an organization committed to serving hungry leaders through coaching, consulting, and speaking. He serves on staff with the Ecclesia Network and Fresh Expressions, and as guest instructor for Friends University in the Masters of Spiritual Formation and Leadership program. His books include The Sacred Overlap, Fail, and Eldership and the Mission of God. 57