For those inclined to question, the difficulty may be in knowing what to ask. “With all the uncertainty out there,” Patnaik says, “organizations don’t even know what they don’t know.” Figuring out the questions that are most critical for a particular company to consider, given current challenges and market conditions, may be the first order of business. While the key questions vary depending on the individual business, a good place to start is at the most fundamental level—with questions of purpose.
