Who doesn’t need to be an innovative thinker? You? Okay, stop reading.

Everyone else rally around. Becoming better at innovation can be accomplished by one very simple thing: Change the way you ask questions. All the time. Every day. About everything. To everyone. Questions that elicit a fact are fine. Questions that elicit a story are better, and spark powerful insight after insight, both in your day-to-day life and when you’re spending time with consumers.

Okay Question: How’s the soup?

Factual Answer: Very good.

Provocative Question: If your grandmother had made this soup, would it be worthy of her?

Story as Answer: Well, one grandmother was Polish so I’d hate to compare this to borscht but I can say that this is worthy of my French grandma, since she had great taste in food.

___________

Okay Question: What did you think of that new restaurant?

Factual Answer: Oh, it was good, but a little crowded.

Provocative Question: Did that restaurant get you to try a dish you never had before?

Story as Answer: Funny you ask—I had never had pork belly but the way it was described on the menu made it seem unscary.

___________

Okay Question: How would you make this product better?

Factual Answer: Add more cheese.

Provocative Question: If you were to make this type of product at home, what would you do differently?

Story as Answer: I’d let it bake longer to make it crispier, and I love the golden brown color because it makes it seem sun-kissed.

___________

One more example before we bid adieu.

Okay Question: Did you like this blog post?

Provocative Question: How will you implement this in your life?