This review is based on the Blinkist version of the book...thus a summary and my review needs to be qualified as such. Presumably the original full text has much more details and research.....but it also takes much longer to read. If I like the Blinkist version, I might seek out and read the full book. Meantime here are a few nuggets that particularly struck me: To encourage a person to respond with full, illuminating answers, you need these six magic words: who, what, why, where, when and how. Let’s call them W-words. Questions that begin with W-words are excellent because they don’t allow for simple yes/no answers ..... Questions that employ W-words are better because they’re less leading and confrontational.
1. The first type of bad questions, then, are leading questions. The next three are: vague questions, negative questions and compound questions....
2. Vague questions have no focus and are often too broad for the respondent to answer effectively. A prime example of a vague question would be: “What do you think about the modern world?”...
3. The next type is negative questions, which are confusing. If you run too many negatives or double negatives together in a question, you’ll make it too difficult for the person you're asking to answer.
4. The fourth type is compound questions–which are multiple questions disguised as one. Compound questions rarely receive an answer to both parts because the respondent forgets one half of the question!
A better interviewer will ask one question so that the person being questioned can remember it and easily address the topic at hand......“
Here’s another question that tends to yield particularly informative answers: “What else?” If there’s one golden nugget of advice to retain from these blinks, it’s to remember to use this phrase when you’re questioning someone. What else?” is often the best question you can ask. Imagine a scenario where your computer just won’t resize an image.....In this situation, the tech support worker was able to quickly discover that it’s not just the process of resizing images that isn’t working; it’s your image-editing software that’s the real problem...They were able to work all of this out by simply asking, “What else?”
The best way to get the fullest answers is to delve deeper into your current question rather than rapidly moving from one to the next. And one of the most effective techniques for going deep is to reframe your question......Let’s say you ask, “How many players will be playing in the next World Cup game against Brazil?” And you get this response: “Eleven, last time I counted.” But this isn’t what you need; you want to know how many people are involved in the tournament, so you go deeper, asking, “And how many hotel rooms have you booked?” And you get this reply: “Twenty-three for the squad and ten for the management team.”
It’s also a good idea to ask for the same information twice in order to uncover the truth. Say you’re putting on a trade show in three months’ time, and you speak to a client who has an innovative new product.
You ask: “When do you think it will be ready for release?,” to which she replies, “Within three months, definitely.” You then decide to press her further and ask, “So can I book you in for a stand in June to launch your product?” She replies, “We might not be out of beta testing by June, and we’re still waiting on the patent confirmation.”
Remember that a conversation is a two-way exchange. Therefore, to get the most information out of someone, it’s best to put yourself in their shoes.
When asking questions, determine whether the respondent has something to lose or to gain. Different respondents will have varying motives for either answering or refusing to answer certain questions.
Another key aspect to consider is your respondent’s personality type. Some people are naturally private and evasive, while others are open and talkative. There are even those who are overconfident and dish out their opinions as if they’re hard facts.
People who like to deliver personal opinions as though they’re facts tend to have a dictatorial personality. This is the category that many politicians fall into;.......Certain people–let’s call them “evaders”–avoid questioning and don’t like to be interrogated. They may have been raised by very strict parents whose cultural views differed from their own. In general, evaders tend to hide a lot from their families....Generally speaking, a person’s profession can tell you a lot about what kinds of questions they’ll ask......Teachers tend to ask penetrating questions to get their students thinking. The most effective practice is to ask questions that encourage students to discover the facts and then to meaningfully engage with them.
Another profession to consider is medical practitioners; their questions will vary, depending on their role.....If you call the general health hotline, you’ll be asked a list of scripted questions. Scripts are a fantastic diagnostic tool because they allow the nurse to reach a probable diagnosis fairly quickly. If they discover that you’re not bleeding, have no problems breathing and that the pain you’re experiencing is sporadic, they’ll know that your condition is probably not urgent. However, if you call 911 and can hardly speak, the scripted questions are forgotten and an ambulance is sent
When a big news event breaks, you’ll notice that the journalists covering the live event focus on what’s happening in real time, rather than speculating about motivations or trying to provide explanations. The reason for this is because journalists are trained to ask “What?” and “Where?” rather than “Why?”
Look at it this way. If you only witness one tower collapse, you might think that it’s an awful accident. If you then see the other collapse, you’ll think it’s deliberate. If you take the initiative to ask “What else?” and are informed of the Pentagon, you’ll have a fuller picture when it comes to understanding the motivations behind the attack. By continuing to ask “What else?” you’ll begin to notice similar attacks in the years leading up to 9/11–and, gradually, you’ll be able to put two and two together and realize that this was the work of Al-Qaeda.
The key message in this book: Whether you’re interviewing formally or chatting with a colleague, guide people to provide detailed, informative answers to your questions by asking W-words; “What,” “Where,” “When,” “Why” and “How.” Moreover, using the invaluable question “What else?” and reformulating your questions will garner additional information and paint a fuller picture of the topic at hand.
I’d thought, from the title, that this was going to be a set of smart ways to get information from people about their product needs and to work through the minders for top executives but it’s rather more broad than that. It really does just come down to asking “W Questions” and then asking “what else?”. Actually, it’s pretty limited in scope but it probably does what the title suggests and it’s certainly simple enough to apply the techniques. Four stars from me.