The Focus Question


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I have been practicing more and more lately with the use of the Knowledge Vee, a creation of Bob Gowin’s and later shared in a book with Joseph Novak. In creating a Knowledge Vee (see post, If We Build Collaborative Funnels, We get Collaborative Customers), you start out by asking a Focus Question.

The Focus Question directs our inquiry or points us in the direction to an event or events to be considered. It should contain two concepts. One to guide us in exploration on theoretical or conceptual grouKnowledge Veends and secondly along methodological grounds. It is a big question as it dictates guides the entire outcome of the Knowledge Vee.  However, in the same breath it provides the boundaries of the inquiry. Thankfully, you can have more than one as you seek to address all the issues of what, when, how and why.

In most sales situations, I always want to address the Know, Feel, Do aspect of the engagement. I discussed that in my post, Should Behaviors Drive our Personas? The focus question forces me to view the process a little differently. I am not seeking to get results to drive behaviors. Or, trying to manipulate a customer down a certain path. Instead, I am focusing more on what it will take on my part to create a better understanding.

It is a subtle difference but I think it has some merits. A few examples:

How can we initiate behavior between dealers and online purchasers?

How can our present marketing strategies influence new market segments?

What are the differences in the cultures of these market segments?

What type of prospect would most benefit from this feature?

Would you benefit from creating focusing questions before your next sales call? Your next Presentation? Your next marketing campaign?

Republished with author's permission from original post.

Joseph Dager
Business901 is a firm specializing in bringing the continuous improvement process to the sales and marketing arena. He has authored the books the Lean Marketing House, Marketing with A3 and Marketing with PDCA. The Business901 Blog and Podcast includes many leading edge thinkers and has been featured numerous times for its contributions to the Bloomberg's Business Week Exchange.


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