questions and answers


Much of marketing is about improving answers.

Research, repositioning, advertising, rebranding, repackaging; they’re all ways of refining the proposition

But each additional tweak delivers diminished incremental returns.

Sooner or later, the answer is as good as it can get.

Striving to find better answers may not always deliver what you need.

If you want radical improvement, you’ll probably achieve greater success by refining the question instead.

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