The obvious answer is to sell the property, but this is incorrect.
Nobody purchases a property based on the pictures or just an advertisement.
The real purpose of the advertisement is to create an enquiry, to make the real estate agent’s phone ring. With this question in mind, perhaps the best advertisement is one that simply refers to a stunning residence and shows only a single picture to capture the imagination of the reader.
For example, a house with stunning ocean views need only show the view. That will make the phone ring with enquiries from inquisitive parties.
The above are just two examples of where the wrong question has been asked, and consequently, the wrong answer found. It is essential to properly define the objective, the real issue before you search for an answer.
Too close to the problem
To cite another example, recently a workshop was undertaken in a large multinational trading bank. The team came to the session wanting to resolve the question: “How can we reduce the cost to businesses wishing to raise a Letter of Credit (LC)?”
This seemed like a sensible question and was workshopped by the group for a time until they came to the “Re-Question catalyst’ in the Innovation Matrix.
So, challenged to “re-question”, the group dug deep to find the real reason they wished to lower the cost. The answer that crystallised: so that people would be more willing to use their LC facility.
In fact, the real and best question to ask was:
“How can we inspire businesses to raise more LCs?”
On investigating this different issue it was soon realised that the cost of raising and LC, maybe $20, was irrelevant. Why would that be a “show-stopper” for somebody wishing to raise an LC for perhaps $500,000 or more?
The real reason people were averse to raising LCs was the time and effort involved. The process was just too complex and time consuming. Yet the bank, in its daily work, transfers multimillions of dollars around the world with little more than the click of a mouse. So why are LCs so complex?
The better question – the real question – was:
“How can we make it easier for clients to raise LCs?”
With this question in mind, the workshop was continued based on a process innovation matrix and an answer was soon found.
There are countless examples of this, usually resulting from people being too close to the problem.
So what’s the solution?
The classic method of questioning with the “why” “why’ “why” challenge is one way of trying to “drill down” to the best question.
Another way is to have somebody quite remote from the issue present in any meeting that addresses a problem. You can be sure that a person NOT skilled in the area may well ask some very interesting and challenging questions. This always helps in drilling down to the real issue and the best question.
Most often when a group of people comes together to investigate a burning issue, a solution will be found.
Just make sure the best question has been asked – one that leads to the best solution.
