Point of view: Questions are the answer

This article discusses brands' needs for introspection and how questions can be used as a competitive advantage for agencies looking to win business.

Point of view: Questions are the answer

Daniel Carlson POSSIBLE Seattle

Agencies don't win business when you think they do. We might burn candles at both ends preparing for pitches, but the pitch just clinches the deal. When we connect with prospects at a Q&A session – inspiring them to reflect on challenges in a new light – we invariably win the business later.

Initially, I'll admit, this seemed like a fluke. After all, the Q&A session? No part of a request for proposal is given shorter shrift. But I kept an eye on it. Turns out, this was...

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