In business, asking the right questions can be the key to unlocking growth, innovation, and problem-solving. As a  FCMO and Marketing Consultant, one of my roles is to help small and medium-sized enterprises (SMEs) refine their decision-making processes. A crucial part of that process is knowing how to frame questions effectively, ensuring that the answers lead to actionable insights. In this post, I’ll guide you through the art of constructing better questions and how to get the best possible answers—a skill that can save time, money, and effort for your business.

Why Good Questions Matter

Questions drive focus. They determine what problems get solved, what opportunities are explored, and what direction an organisation takes. However, asking the wrong question—or framing it poorly—can lead to wasted resources, frustration, or stagnation. The process of asking the right question involves deep reflection, a clear understanding of your business context, and a willingness to challenge assumptions. With the right approach, questions can stimulate growth, align teams, and spark innovation.

For SMEs in particular, where resources are often stretched, effective questioning ensures that you’re addressing the real problems, not just the symptoms. It helps avoid strategic missteps and ensures that limited resources are applied to areas that truly matter.

The Four Key Elements of a Great Question

Let’s break down the anatomy of a good question into four components: framing, clarity, scale, and resolution. These elements help ensure that your question isn’t just good in theory but also practical in application.

1. Framing: Identifying Assumptions

The first step in constructing a great question is to evaluate the assumptions behind it. Have you approached the question with a predetermined answer in mind? It’s a common pitfall in many businesses, particularly when senior figures are driving the conversation. For example, a question like “How can we improve customer retention?” might already imply that the problem is with the customer retention strategy itself, when the real issue might lie elsewhere, such as product quality or customer support.

It’s important to remain open to new possibilities. Before framing the question, ask yourself: Am I genuinely seeking an answer, or am I looking for validation of what I already believe? This introspection is crucial. It allows you to frame questions that lead to real insights rather than reinforcing pre-existing biases.

Moreover, being transparent about assumptions within your organisation is essential. If certain stakeholders are coming to the table with a clear vision of what they believe the answer should be, acknowledging those biases upfront can prevent frustration down the line. It’s about fostering an environment of open exploration rather than merely confirming preconceived notions.

2. Clarity: Language Matters

Clarity in communication is vital when formulating questions. A question can only lead to an effective answer if it is well understood by everyone involved. This is especially important in cross-functional teams or when working with external partners. If your question is filled with jargon or specialist language, you risk alienating or confusing your audience.

Let’s take the example of a business looking to adopt AI. Asking, “How can we integrate AI into our workflow?” is a good starting point, but it may be too vague. What does “workflow” mean in this context? Which areas of the business will AI impact? Is the team interpreting this the same way you are?

A useful approach is to have a “critical friend” review your question. This could be someone slightly removed from the immediate context but knowledgeable enough to understand the basics. Their fresh perspective can help ensure that the language is inclusive and clear.

Avoid overcomplicating your language. A clear, well-phrased question gets to the heart of the matter and ensures that everyone, regardless of their expertise or background, understands the issue at hand.

3. Scale: Finding the Right Focus

The next critical element is scale. Is your question too broad or too narrow? For instance, if you’re asking, “How can AI improve our business?” that’s far too broad to be actionable. Narrowing the scope to something like, “How can AI improve customer service by speeding up response times?” makes the question much more manageable and directs the focus towards a specific outcome.

When refining the scale of your question, consider what level of detail is necessary. A question that is too broad can overwhelm your team, while one that is too narrow might not address the bigger picture. Finding the right scale is like tuning a radio—too much static makes the message unclear, but too fine a frequency might miss the mark.

In an SME environment, it’s often better to focus on more specific, immediate goals. For example, if you’re looking to use AI, you might first ask, “How can we use AI to improve lead generation in our marketing department?” From there, as you start to see results, you can expand the scope.

4. Resolution: Breaking it Down

Complex problems often require complex questions. However, when questions become too large to handle, it can be useful to break them down into smaller components. This is where resolution comes in—can your large question be split into smaller, more manageable sub-questions? Doing so can make the process more efficient, especially if different teams or departments need to tackle different aspects of the problem.

For example, a broad question like “How can we improve customer experience across all touchpoints?” can be broken down into more specific areas such as:

  • How can we reduce response time in customer service?
  • How can we personalise our email marketing to engage customers better?
  • How can we improve in-store experiences?

By breaking a large question into smaller parts, not only can you assign different teams to work on different components, but you can also start seeing progress sooner, which helps maintain momentum.

Getting to the Best Answers

Once you’ve constructed your question, the next step is figuring out how to arrive at the best answer. Just as with questions, answering requires structure and thought. Here are four key elements to keep in mind when guiding your teams towards an answer.

1. Who Should Answer the Question?

Determining who is best placed to answer the question is crucial. Not every team or individual has the right skill set or insight to provide the best answer. Sometimes, the answer might come from a department outside of where the problem initially arose. For example, a marketing problem might have its solution in the customer service department, where direct feedback is constantly received.

Empower your teams with the responsibility to answer questions. Ensure they have the authority, tools, and confidence to pursue the problem independently. Equally important is defining your role once you’ve handed over the question. Do you check in periodically, or do you step back entirely?

2. How Should the Question Be Answered?

Be open to different methods of answering the question. Perhaps you already have a preferred format, such as a detailed report, but others in the team might suggest a different approach, such as data visualisation, prototyping, or even customer focus groups. Being flexible with the method can lead to more innovative and effective solutions.

Encourage your team to propose how they think the question should be answered. The process is often as important as the answer itself.

3. What Format Should the Answer Take?

Sometimes, a written report isn’t the best format for presenting an answer. Consider alternative ways to communicate findings, such as videos, presentations, or interactive dashboards. The format should suit the audience, making the insights not only accessible but engaging.

For instance, if the answer to your question needs to be presented to multiple stakeholders—some of whom may not be familiar with technical jargon—using visual aids or simplified reports can help make the information more digestible.

4. What Information is Needed?

Lastly, consider what type of information will be needed to answer the question. Will it require new research, data collection, or can existing information be repurposed? Sometimes, businesses overlook the wealth of insights they already possess.

Balance the need for fresh data with leveraging existing knowledge. For example, if your question relates to improving a process, historical data on how that process has performed in the past could offer valuable insights.

Conclusion

For SMEs, mastering the art of asking the right questions and knowing how to approach answers can be a game-changer. It can streamline operations, foster innovation, and ensure that resources are applied in the most impactful way possible.

By focusing on framing, clarity, scale, and resolution, you can structure your questions to drive more meaningful outcomes. Equally, by considering who should answer the question, how it should be answered, and what format and information are needed, you ensure that the answers you receive are actionable and insightful.

As a fractional CMO, my job is to guide businesses through this process. Helping teams ask better questions and find the best answers leads to stronger strategies, improved marketing, and ultimately, business growth. By refining your approach to both questions and answers, you’ll build a more agile and resilient business ready to adapt and thrive in today’s ever-changing market landscape.