Nor did Naomi simply ask why they shopped late at night because, she told me, “Why?” tends to make people defensive—like they have to justify themselves. Instead, Naomi turned her question into an invitation: “Tell me about the last time you went to the store after 11:00 p.m.” A quiet, unassuming woman who had said little up to that point raised her hand. “I had just smoked a joint and was looking for a ménage à trois—me, Ben, and Jerry,” she said. Insights like that are why people hire Naomi.
