The 7 big questions aren’t necessarily the questions you ask. They represent the intention of your question. For example, you may not specifically ask: “What is working?” Instead, you’ll ask something like: “I read in your annual report that digital sales have grown 40% this year, what do you attribute your success to?” As you can imagine, that question is likely to open up an interesting discussion about their growth. Once you feel you have uncovered enough positive information from this track, you can switch to a question like: “Even though 40% is impressive, is there anything that you think
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