--- title: A Culture of Asking Questions description: A Culture of Asking Questions image: https://blog.holdenadvisors.com/hubfs/ask-pricing-questions.jpg --- [![Holden Advisors](https://blog.holdenadvisors.com/hubfs/Holdenadvisors_November2018%20Theme/Images/logo.jpg)](https://www.holdenadvisors.com/) - About - [Overview](https://www.holdenadvisors.com/about/overview/) - [Core Values](https://www.holdenadvisors.com/about/core-values/) - [Leadership](https://www.holdenadvisors.com/about/leadership/) - [Partners](https://www.holdenadvisors.com/about/partners/) - [Careers](https://www.holdenadvisors.com/about/careers/) - [Solutions](https://www.holdenadvisors.com/about/overview/#) - [Sales](https://www.holdenadvisors.com/about/overview/#) - [Overview](https://go.holdenadvisors.com/solutions/sales/improve-sales-performance) - [Negotiating With Backbone](https://www.holdenadvisors.com/solutions/sales/negotiating-with-backbone/) - [Selling With Backbone](https://www.holdenadvisors.com/solutions/sales/selling-with-backbone/) - 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[Reed’s Bookshelf](https://www.holdenadvisors.com/bookshelf) - [Contact](https://www.holdenadvisors.com/contact-us/) # Holden Advisors Blog # A Culture of Asking Questions Posted by [Richard Harrington](https://blog.holdenadvisors.com/author/richard-harrington) on Apr 7, 2017 9:14:09 AM ![Richard Harrington](https://blog.holdenadvisors.com/hubfs/HoldenHS%20(7%20of%2012).jpg) Find me on: [LinkedIn](https://www.linkedin.com/in/drrichardharrington/) - [Tweet](https://twitter.com/share) ### Commentary by Richard Harrington From: “Bursting the CEO Bubble” by Hal Gregersen [hbr.org](http://www.holdenadvisors.com/holden-resource-center/holden-pricing-newsletter/red-herrings-pricing/hbr.org/2017/03/bursting-the-ceo-bubble), March/April 2017 In his excellent article in this month’s Harvard Business Review, Hal Gregersen details the issues facing senior leaders in organizations leading them to insulate themselves in a “cocoon.” The nature and power of their role leads employees often only telling them what they want to hear and not what they need to hear for the good of the company. His suggested recourse to this dilemma is to adopt an inquisitive mindset, acknowledge that you don’t have all the answers, and ask probing questions of stakeholders throughout the company, suppliers, and customers. The prescription is a culture of asking questions for leaders at every level; I agree. The article recounts a story of Bob Woodward, the legendary journalist who would ask questions that seemed so basic that people would often mistake him as uninformed. Beginning at such a fundamental level allowed Woodward to let his interviewee reveal things that he didn’t know he was looking for. This level of open inquisitiveness is essential when working with customers to glean knowledge as to why they use your products and services, what value do they bring to their customers. and how do they impact their company’s bottom line; either through increased revenue, decreased cost, or mitigated risk. When we interview clients’ customers as part of understanding value, sales are often nervous at the fundamental nature of questions we want to ask. They are often surprised, however, that many of the responses we relate back are things they would never have thought of as valuable to their client. Some simple to implement value-adds are often not even on their radar, and they are simply scared to ask fundamental questions for fear as coming off as unknowledgeable about their account. So give it a go. Marketing and pricing professionals are in prime position to learn fundamental value truths about your most important customers. All you have to do is ask. Topics: [Newsletter](https://blog.holdenadvisors.com/tag/newsletter) ### **Search the Holden Advisors Blog:** This is a search field with an auto-suggest feature attached. - There are no suggestions because the search field is empty. ### Subscribe Below: ### Recent Posts ### Posts by Tag - [Pricing with Confidence (68)](https://blog.holdenadvisors.com/tag/pricing-with-confidence) - [Negotiating with Backbone (63)](https://blog.holdenadvisors.com/tag/negotiating-with-backbone) - [Selling with Confidence (43)](https://blog.holdenadvisors.com/tag/selling-with-confidence) - [Newsletter (41)](https://blog.holdenadvisors.com/tag/newsletter) - [Uncovering your Value (26)](https://blog.holdenadvisors.com/tag/uncovering-your-value) - [Celebrating 10 Years of Pricing with Confidence (12)](https://blog.holdenadvisors.com/tag/celebrating-10-years-of-pricing-with-confidence) - [value selling (9)](https://blog.holdenadvisors.com/tag/value-selling) - [Selling with Backbone (8)](https://blog.holdenadvisors.com/tag/selling-with-backbone) - [value (8)](https://blog.holdenadvisors.com/tag/value) - [pricing (6)](https://blog.holdenadvisors.com/tag/pricing) - [Commercial Transformation (5)](https://blog.holdenadvisors.com/tag/commercial-transformation) - [Setting Price (4)](https://blog.holdenadvisors.com/tag/setting-price) - [customer experience (4)](https://blog.holdenadvisors.com/tag/customer-experience) - [actionable insights (3)](https://blog.holdenadvisors.com/tag/actionable-insights) - [procurement (3)](https://blog.holdenadvisors.com/tag/procurement) - [sales (3)](https://blog.holdenadvisors.com/tag/sales) - [Pricing Strategy (2)](https://blog.holdenadvisors.com/tag/pricing-strategy) - [big data (2)](https://blog.holdenadvisors.com/tag/big-data) - [buying center (2)](https://blog.holdenadvisors.com/tag/buying-center) - [customer loyalty (2)](https://blog.holdenadvisors.com/tag/customer-loyalty) - [pricing metrics (2)](https://blog.holdenadvisors.com/tag/pricing-metrics) - [winning proposal (2)](https://blog.holdenadvisors.com/tag/winning-proposal) - [Driving Accountability (1)](https://blog.holdenadvisors.com/tag/driving-accountability) - [Silos (1)](https://blog.holdenadvisors.com/tag/silos) - [b2b pricing (1)](https://blog.holdenadvisors.com/tag/b2b-pricing) - [bundling (1)](https://blog.holdenadvisors.com/tag/bundling) - [gatekeeper (1)](https://blog.holdenadvisors.com/tag/gatekeeper) - [jump the shark (1)](https://blog.holdenadvisors.com/tag/jump-the-shark) - [on demand (1)](https://blog.holdenadvisors.com/tag/on-demand) - [peloton (1)](https://blog.holdenadvisors.com/tag/peloton) - [pricing models (1)](https://blog.holdenadvisors.com/tag/pricing-models) - [product portfolio (1)](https://blog.holdenadvisors.com/tag/product-portfolio) - [rabbit (1)](https://blog.holdenadvisors.com/tag/rabbit) - [revenue (1)](https://blog.holdenadvisors.com/tag/revenue) - [rolling stone (1)](https://blog.holdenadvisors.com/tag/rolling-stone) - [subscription (1)](https://blog.holdenadvisors.com/tag/subscription) - [tidying up (1)](https://blog.holdenadvisors.com/tag/tidying-up) See all ### Newsletter and Blog ### About Us Holden Advisors are experts in the pricing and sales performance development space.  We help our clients take control of their differential value and use it to transform their business. ## [Learn More](https://www.holdenadvisors.com/negotiation-value-pricing-consultants/) - Quick Links - [Contact](https://www.holdenadvisors.com/contact-us/) - [About](https://www.holdenadvisors.com/about/overview/) - [Blog](https://www.holdenadvisors.com/blog/) - [Books](https://www.holdenadvisors.com/insights/publications/books/) - [Case Studies](https://www.holdenadvisors.com/studies) - [Negotiating With Backbone](https://www.holdenadvisors.com/solutions/sales/negotiating-with-backbone/) - [Value-Based Pricing](https://www.holdenadvisors.com/solutions/pricing/value-based-pricing/) - [Privacy Policy](https://www.holdenadvisors.com/privacy-policy/) - [Home](https://www.holdenadvisors.com/) Copyright © 2018 Holden Advisors. 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