I have a number of stories I tell about myself. Anecdotes meant to simplify the typical personal evolution into some easily digestible 'whys.' A great example is why I didn't become a journalist after investing four (or however-many) years in J-school. Reason: I never know the answer to the first question people ask. I could tell a 15 minute story in glorious detail and no matter the first question asked, I don't know the answer. I didn't ask it.
But, I do know the answers to 100 other questions that I think are more telling. So, this is my idea of the moment: not all questions are created equal. And, we can answer the question by changing it.
For example: Perhaps the single most common objection I hear in new media presentations is would people really do that? That being, of course, blog, read blogs, go to social network sites, pass ideas to friends, review products, etc.
It's easy to just answer: Yes! They would. They are. They do.
But maybe instead of answering the question, we should change it: How do we get them to interact with your brand instead of another brand?
Or, a much tougher question: Are the people who would do that already so overwhelmed with information and feeds and friends and early-adopter noise that they aren't even capable of truly adopting a new brand / idea / relationship? Would the kind of people who do that devote enough time to my brand / idea to make it worthwhile?
So, that's my challenge to you and me this month. Answer the first questions, but ask and answer the much harder ones, too. Out loud.
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