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Intersection 004



When things feel unclear, we instinctively look for answers. 


But while the search for answers is natural, the search for questions is not.


The right question can change how you view a problem (or an opportunity). It can expose a better path forward. It can even save you from solving the wrong thing entirely.


But asking the right questions, especially when navigating complex teams, organizations, systems, or platforms, isn’t always easy. It requires a willingness to dig beneath the surface.




Better Questions > Faster Answers

Before you jump into strategy planning or system design, ground yourself in what you actually need to solve.


Let’s say a client approaches us and says: “We use Salesforce and we want to leverage AI.”


Easy enough, right? We could walk through all the ways AI could be integrated into their workflows. We could recommend tools and capabilities because they’ve already handed us the "solution". 


But that’s not really a question, it’s a direction. Or maybe a hope for validation.


We could suggest an autonomous AI agent embedded in their self-service portal. But if that portal isn’t intuitive, or customers aren’t even using it, then the agent isn’t solving the real problem. It’s dressing up a broken experience. 


And that’s how you end up in the all-too-familiar cycle: Proof of Concept → Art of the Possible → MVP → Road to Nowhere that has plagued organizations for the past two years.


How much time can you spend thinking about what could be without actually making what could be? (Spoiler: a lot)




You Can't Design What You Don't Understand 

We recently helped a client shape their digital strategy, but before we talked about tools and workflows, we took a step back. 


Rather than keep the conversation at the surface level, we ran a full team workshop. The goal wasn’t just to document what they were doing or run through the future state design. It was to uncover what they really wanted to know, and identify what would make a difference for their organization.


Because let’s be real: most of us don’t walk around in a state of deep strategic reflection. And we’re not always sure where we’re stuck, or what to ask next. 


Before your next planning session or kickoff, ask yourself (or your team):

  • What exactly are we trying to improve? What change do we actually want to see?

  • Who is this meant to support or empower? Are there other groups (teams, users, stakeholders) we also need to consider?

  • What’s happening in our organization or environment that’s influencing this need? Are we reacting to a symptom or responding to something deeper?

  • What outcome are we really aiming for? How will we know if we’ve succeeded?

  • What’s the real challenge we need to solve, not just what’s been handed to us as a request? 



Sometimes, you’re so sure you’ve nailed it. Your solution is clean, clever, maybe even kind of beautiful. But gut check: is it actually right? Or just really well built for the wrong thing?


You can absolutely find questions that validate your approach, and you can end up with a gorgeous slide deck and a solution that falls apart the moment it goes live.


We’ve done it. We’ve watched it happen. And we’ve learned to ask: Are you trying to be right? Or are you trying to get it right?




Let’s Talk

Be better. Ask better. 

Let’s figure out what actually matters, together.


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