I ask company execs and brand stakeholders a lot of questions during the discovery process.  A new one that hit me while driving the other day (driving, showering and sleeping being fruitful strategy times for me) was this question: “Tell me about the brand’s most common stereotype.”  

I use a battery called 24 Questions with C-level executives – a follow-the-money set – and use another question-set for salespeople, those who interface with consumers. The stereotype question will work for both groups.

Can’t wait to use this question!! Give it a try.

Peace.